case study on marketing analytics

• Marketing Analytics Case Studies
• Social Media Management
• Social Media Marketing

Three Short Marketing Analytics Case Studies to Inspire You to Love Data

Written by Anna Sonnenberg

Published Feb. 28 2022

Table of Contents

From engagement statistics to content analytics to conversion metrics, data is a big part of most social media managers’ responsibilities. But that doesn’t necessarily mean you enjoy processing marketing data or drawing conclusions from it.

If data isn’t exactly your favorite part of the job, these marketing analytics case studies may change your mind.

Find out how marketing analytics helped three major brands grow their businesses—and you might develop a whole new appreciation for marketing data in the process.

What Is Marketing Analytics?

Marketing analytics is the process of collecting and evaluating metrics to understand how much value marketing efforts generate. With analytics, you can assess the return on investment (ROI) of anything from social media posts and ad campaigns to landing pages and native platform features.

For many organizations and their marketing team, marketing analytics are essential for improving offerings and driving growth.

Here are common goals you can achieve with marketing analytics.

Improving marketing campaigns

Some social media marketing campaigns are more successful than others. Analytics can help your organization pinpoint exactly what works. By analyzing metrics like engagement, click-through rate (CTR), conversions, and ROI, you can determine what resonates best with its audience. By using data science, you can craft a marketing strategy that gets you better results from your campaigns.

Decreasing expenses

Ineffective marketing campaigns, usability issues, and poorly optimized algorithms can all lead to dissatisfied customers and unnecessarily high retention costs.

By investing in marketing analytics, your organization can take steps to identify points of friction and reduce expenses.

Forecasting results

Reviewing past outcomes is useful, but forecasting the results your campaigns are likely to generate is even more valuable. With marketing analytics, you can model results and get a better sense of how marketing initiatives can impact growth over time.

Marketing Analytics Case Studies: Progressive Insurance

In the early 2000s, Progressive’s website was routinely considered one of the best in the insurance industry. When the insurance provider’s customers began switching to mobile devices a decade later, the organization aimed to develop a mobile app as effective as its desktop site.

But what did that mean exactly? And what was the insurance provider’s mobile app missing?

To determine what would make the mobile app more successful, Progressive pursued an in-depth analysis of the organization’s marketing data.

As Progressive Data & Analytics Business Leader Pawan Divakarla explains , the insurance provider’s analytics team has always sought insight into how customers are using the company’s tools.

In his words, “At Progressive, we sell insurance. But if you think about it, our product is actually data.”

After launching the mobile app, Progressive began looking for ways to optimize the user experience. As this Progressive case study explains, the organization aimed to streamline the login process and improve user satisfaction to meet its ultimate goals of increasing customer loyalty and new customer acquisition.

Because Progressive’s mobile app generated so much information, the organization needed data visualization tools for collection and processing. To analyze customers’ experiences and actions, the company opted to use a combination of Google Analytics 360 and Google Tag Manager 360.

This choice was a relatively simple one for Progressive because the company already used these tools to run A/B tests and optimize its website.

Using Google’s analytical tools to review the company’s mobile app would allow Progressive to understand what features to test and how to optimize the user experience across countless mobile devices and operating systems.

Progressive used the two Google tools for separate yet complementary functions:

• With Google Analytics 360, Progressive could track user sessions and demographics. The company integrated BigQuery for more insight into user behaviors.
• With Google Tag Manager 360, Progressive could easily implement tracking tags to measure various actions, conversions, and navigation patterns.

To get the insights the company needed to improve its mobile app, Progressive took a three-pronged approach:

User device data

First, Progressive aimed to identify which devices and operating systems were most common among the app’s user base. With this information, the company would be able to develop more effective tests for its mobile app.

App crash data

Next, Progressive wanted to analyze app crash data. The company planned to use Google Analytics 360 and BigQuery data to understand the cause for the crash and how users reacted when the app stopped working abruptly.

Login and security data

Finally, Progressive aimed to learn how users responded when failed login attempts locked them out of the app. The company planned to use Google Analytics 360 and BigQuery to see what actions users took. It planned to then test new prompts that would guide users more effectively.

Outcome of this marketing analytics case study

Using marketing analytics tools , Progressive was able to process customer behavior, identify appropriate tests, and implement successful solutions.

Here’s how each of the three approaches generated useful results that helped Progressive reach its ultimate acquisition and loyalty goals.

First, Progressive developed session-based reports that reflected the most common mobile devices and operating systems for the app’s user base. With those insights, the company identified which device and operating system combinations to prioritize for its mobile app tests.

As a result, the company reduced testing time by 20% for its mobile app—allowing the organization to find solutions much more quickly than its typical timeline would have allowed.

Next, Progressive reviewed the actions customers took right before the app crashed. The company pinpointed a server issue as the cause of a major crash that disrupted countless mobile app sessions.

Using this data, Progressive could address the server issue and prevent it from happening again.

Finally, Progressive created a custom funnel in Google Analytics 360 to evaluate users’ typical login path. After learning that many users who became locked out of their accounts never attempted to log in again, the company developed a workflow that provided better guidance.

The new workflow sends users to a Forgot Password page, which has increased logins by 30%.

Marketing Analytics Case Studies: Netflix

When companies take a digital-first approach to customer loyalty, they can collect an incredible amount of user data. With these marketing analytics, companies can improve their products, build better marketing campaigns, and drive more revenue.

As this Netflix case study shows, the online content streaming platform has leveraged its user data in a variety of helpful ways.

By using data to improve its content recommendation engine, develop original content, and increase its customer retention rate, Netflix has positioned itself far ahead of the competition.

With so much data to leverage, Netflix had wide-ranging goals for the company’s marketing analytics. However, all of the organization’s goals contributed to the company’s larger business objectives—which focus on customer retention.

Netflix aimed to go beyond basic user demographics and understand what customers want from a streaming platform—and what was likely to convince them to stay. With this knowledge, Netflix could create better products and services for happier customers.

Access issues, service outages, and platform flaws can all lead to unhappy customers and negative sentiment—which can cause customers to seek out an alternative solution.

By identifying problems early through marketing analytics, Netflix could improve its products and continue to innovate.

To work toward its customer retention objective, Netflix collected data from virtually every interaction with its 150+ million subscribers. The company then used marketing analytics tools to process this native data and evaluate everything from how customers navigate the platform to what they watch.

By creating such detailed customer profiles, Netflix could make much more personalized recommendations for each user. The more data the company collected, the more it could tailor its algorithm to suggest the ideal content to each individual viewer.

To better understand the platform’s users, Netflix collected such data as:

• The devices viewers used to stream content
• Day of week and time of day when users viewed content
• Number of serial episodes viewers watched in a row
• Whether viewers paused and resumed content
• Number and type of searches users performed

Netflix also welcomed user feedback on content . The company incorporated these content ratings into their analysis to better understand viewer preferences.

According to the streaming platform, the Netflix algorithm is responsible for about 80% of viewer activity . The company has successfully collected relevant data and used marketing analytics to generate recommendations that encourage viewers to continue watching and subscribing.

The revenue metrics suggest that Netflix’s focus on marketing analytics has been hugely beneficial to the company. The company estimates that its algorithm generates $1 billion in value every year, largely due to customer retention.

In recent years, Netflix’s customer retention rate has far surpassed competitors like Hulu and Amazon Prime. Netflix has an impressive 90% retention rate , meaning the vast majority of viewers continue to subscribe to the service month after month. (In contrast, Amazon Prime’s retention rate is 75%, and Hulu’s is 64%.)

For Netflix, customer retention means more than happy viewers. It also means more data, a continually improving algorithm, and substantial business growth.

Netflix has emerged as the world’s most highly valued company, with a total valuation of over $160 billion. Netflix can continue to increase this valuation. It leverages its data by producing original media and recommending the ideal content to viewers every time they access the streaming platform.

Marketing Analytics Case Studies: Allrecipes

As the world’s biggest digital food brand, Allrecipes has 18 websites and more than 85 million users. But the brand also has plenty of competition from other food-focused apps and websites.

To stay ahead of other recipe sites and ensure that it continues to provide all the solutions that users want, Allrecipes relies on marketing analytics.

With marketing analytics, the digital brand can better understand the customer journey and analyze trends as they emerge. As this Allrecipes case study explains, the brand can expand its audience and attract even more lucrative demographics using these insights.

To continue to gain ground as the world’s top digital food brand, Allrecipes established several wide-ranging goals.

Some of the brand’s primary objectives included the following.

Improve user experience

With more than a billion and a half visitors across the brand’s sites every year, Allrecipes generates a ton of traffic. But the company needed a way to understand how visitors were using the site, so it could improve the user experience and gauge the health of the sites.

Increase video engagement

To take advantage of a demand for video content, Allrecipes had decided to invest heavily in video. However, the video production team needed strategic guidance. The brand needed to know what types of content would drive the most engagement.

Drive mobile engagement

To continue to meet the needs of its user base, Allrecipes had to look beyond its websites. As more and more people began using mobile devices to access the brand’s content, Allrecipes realized that the company needed to optimize its mobile app.

Inform product strategy

To promote new features and integrations or pursue partner programs, Allrecipes needed to know what its community wanted. Had they adopted the new integrations yet? Did they need new features to use the site or app more effectively?

Expand user base

Cooking and dining trends come and go, and Allrecipes needed a simple yet effective way to identify these developments.

By responding quickly to trends, the brand would be able to capture a larger user base, including elusive millennials.

Grow advertising revenue

Like many digital brands, Allrecipes has a native advertising program that allows the company to monetize its website. The company aimed to increase its advertising revenue, yet the organization didn’t want to compromise the user experience. To find the right partners to grow this program, Allrecipes needed deeper insights into its audience.

Although the brand’s goals were varied, the approach was relatively straightforward. To process marketing analytics from a wide range of channels, the brand opted to use Tableau, a business intelligence platform.

With Tableau, Allrecipes could establish a single platform for visualizing data from Adobe Marketing Cloud, Hitwise, and comScore. By linking Adobe Marketing Cloud to Tableau, the brand could pull in all of its website and marketing analytics. By linking Hitwise and comScore, the brand could source demographic data.

Using Tableau allowed Allrecipes to build custom dashboards and develop tailored reports to answer all of the brand’s questions. This tool also allowed the brand to pursue collaboration options across the organization.

In fact, departments ranging from marketing and design to product and finance contributed to the tool. Teams used Tableau Server to publish dashboards, creating a single space where stakeholders could visualize or analyze data.

With Tableau, Allrecipes was able to visualize the brand’s data successfully, enabling smarter decisions and making progress toward key goals. Here’s what the brand accomplished using marketing analytics:

Using insights from Tableau, Allrecipes was able to see how visitors typically used the site—including how they submit recipes, share content, and post links on social media channels. The organization then used this data to devise a plan for improving the site.

Knowing how visitors were already engaging with the site allowed the brand to make data-driven, goal-focused decisions.

With Tableau’s marketing analytics, Allrecipes found that out of all types of recipes, dessert typically generated more views and attracted more comments and photos. As a result, the brand opted to focus on this highly engaging niche, creating a separate video hub for dessert recipes.

To increase engagement on mobile devices, Allrecipes devised an A/B test that displayed the brand’s mobile site on all devices. Then the organization used the analytics to identify what drove interactions on mobile. The brand then used insights to improve the mobile site, including optimizing content and encouraging photo uploads.

Tableau’s data visualizations helped Allrecipes understand trends in its user community and respond to preferences more efficiently. Using these insights, the brand was able to promote integrations and features while gathering data for future product enhancements.

By using Tableau’s insights to process trends, Allrecipes was able to segment audiences for various recipe types, ultimately identifying millennial users’ interests and preferences. The brand was then able to create more content geared toward this growing user base—likely responding much more quickly than competitors could.

By tapping into real-time marketing analytics, Allrecipes was able to share popular recipe searches and trending content with its advertising partners during a recent holiday season. Advertisers could then create ads tailored to these interests, generating a better ROI and creating a more appealing experience for users.

What We Learned From These Marketing Analytics Case Studies

As these marketing analytics case studies show, data can tell you a lot about what your customers want—and where your organization succeeds or has room for improvement. Using insights from marketing analytics, a digital marketer can make data-driven decisions to cultivate customer loyalty, generate more revenue, and ultimately grow your business.

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10 Business Analytics Case Studies [2024]

In today’s data-driven world, the strategic application of business analytics stands as a cornerstone for enterprise success across various industries. From retail giants optimizing inventory through predictive algorithms to healthcare systems enhancing patient care with personalized treatments, the transformative power of business analytics is undeniable. This compilation of ten business analytics case studies showcases how leading companies leverage data to drive decision-making, streamline operations, and deliver unprecedented value to customers. Each case study reveals unique insights into the practical challenges and innovative solutions that define cutting-edge business strategy, offering a window into the profound impact of data analytics in shaping global business landscapes.

Related: Business Analytics Vs. Data Analytics

Case Study 1: Walmart’s Inventory Management

Predictive Analytics for Inventory Efficiency

Walmart employs sophisticated predictive analytics to manage and optimize inventory across its extensive network of stores globally. This system uses historical sales data, weather predictions, and trending consumer behavior to forecast demand accurately. Walmart’s approach allows for dynamic adjustment of stock levels, ensuring that each store has just the right amount of inventory. This reduces the cost associated with excess inventory and minimizes instances of stockouts, thereby enhancing customer satisfaction.

Real-Time Data Integration for Strategic Decisions

The integration of real-time data from various sources, including point-of-sale systems, online transactions, and external market dynamics, enables Walmart to respond swiftly to changing market conditions. This commitment to security helps reduce risks and strengthens consumer confidence and trust in the brand, which is essential for retaining customers and ensuring satisfaction in the competitive financial services market. By leveraging this data, Walmart can launch targeted promotions and adjust pricing strategically to maximize sales and profitability, showcasing the power of real-time analytics in retail operations.

Case Study 2: UnitedHealth Group’s Predictive Analytics in Healthcare

Enhancing Patient Outcomes with Predictive Models

UnitedHealth Group utilizes predictive analytics to improve patient care within its network significantly. The healthcare provider can identify patients at risk of developing chronic diseases or those likely to experience rehospitalization by analyzing extensive datasets that include patient medical histories, treatment outcomes, and lifestyle choices. This proactive approach allows for early intervention through customized care plans, which enhances patient outcomes and optimizes resource allocation within the healthcare system.

Data-Driven Healthcare Management

UnitedHealth’s analytics capabilities extend to managing healthcare costs and improving service delivery. They can better manage staffing and resource needs by leveraging data to predict patient admission rates and peak times for different treatments. Furthermore, predictive analytics aids in developing new health services and programs that target the specific requirements of their patient population, leading to more efficient healthcare delivery and reduced operational costs. This strategic use of data ensures that patients receive the right care at the right time, enhancing overall patient satisfaction and loyalty.

Case Study 3: American Express Fraud Detection

Machine Learning for Advanced Fraud Prevention

American Express harnesses machine learning algorithms to enhance its fraud detection capabilities. By analyzing patterns in transaction data across millions of accounts, these algorithms can detect unusual behavior that may indicate fraud. Real-time processing of transactions allows American Express to quickly flag suspicious activities and prevent unauthorized transactions, protecting both the consumer and the institution from potential losses.

Building Consumer Trust Through Robust Security Measures

Advanced analytics helps American Express refine its customer verification processes and risk assessments. By continuously updating and training its models on new fraud tactics and scenarios, American Express stays ahead of fraudsters, ensuring robust security measures are in place. This robust emphasis on security reduces risks and enhances consumer confidence and trust in the organization, which is essential for maintaining client loyalty and satisfaction in the competitive financial services market.

Case Study 4: Zara’s Supply Chain Optimization

Responsive Supply Chain to Meet Fast Fashion Demands

Zara utilizes advanced analytics to create a highly responsive supply chain that keeps pace with the fast-changing fashion industry. Zara can quickly adjust production plans and inventory distribution by analyzing real-time sales data and customer feedback. This agility ensures that popular items are swiftly restocked and production of less popular items is curtailed, minimizing waste and maximizing profitability.

Streamlined Operations for Market Responsiveness

Zara’s analytics-driven approach extends to logistics and distribution strategies. Data analytics helps Zara optimize shipping routes and warehouse operations, reducing lead times from design to store shelves. This streamlined process meets consumer demand more efficiently and strengthens Zara’s position in the market by enabling rapid response to the latest fashion trends. This capability is a key differentiator in the competitive fast fashion market, where speed and responsiveness are critical to success.

Related: How to use Business Analytics to Improve Customer Retention?

Case Study 5: Netflix’s Recommendation Engine

Enhancing User Experience Through Personalized Recommendations

Netflix’s advanced machine learning algorithms are the powerhouse behind its highly acclaimed recommendation engine. This system delves deep into individual viewing histories, preferences, and interactive behaviors, such as pausing or rewinding, to customize content suggestions for each user. By tailoring viewing experiences to personal tastes, Netflix significantly enhances user engagement and satisfaction. This personalization makes it easier for subscribers to discover content that resonates with them, increasing their time on the platform and fostering a deeper connection to the Netflix brand.

Data-Driven Insights for Content Strategy

Beyond simply personalizing user experiences, Netflix employs a strategic content development and acquisition approach. Utilizing comprehensive data analytics, Netflix identifies trends and preferences in viewer behavior, such as popular genres or series, to inform its decisions on what new content to create or purchase. This systematic use of viewer data ensures that Netflix’s content library continuously evolves to match the preferences of its audience, maximizing viewer satisfaction and engagement. Moreover, this data-driven strategy enables Netflix to allocate its budget more effectively, investing in projects more likely to succeed and appeal to its user base, optimizing its return on investment.

Through these sophisticated analytics and machine learning applications, Netflix retains its position as a leader in the streaming industry. It sets the standard for media companies leveraging data to revolutionize user experience and drive business success.

Case Study 6: Coca-Cola’s Marketing Optimization

Leveraging Big Data for Targeted Marketing

Coca-Cola effectively utilizes big data analytics to refine its global marketing strategies. Coca-Cola gains deep insights into consumer behavior and preferences by analyzing diverse data sources, including social media interactions, point-of-sale transactions, and extensive market research. This valuable information enables the company to craft marketing campaigns tailored to various demographics and geographic regions. As a result, Coca-Cola enhances its advertisements’ relevance and appeal, significantly boosting its promotional activities’ effectiveness. This targeted approach increases consumer engagement and strengthens brand loyalty and market presence.

Optimizing Marketing Spend and ROI

Beyond enhancing customer engagement, Coca-Cola applies analytics to optimize its marketing expenditures. By meticulously analyzing the performance of different marketing channels and campaigns, Coca-Cola identifies which initiatives yield the highest return on investment. This strategic use of analytics allows the company to allocate its budget more effectively, concentrating resources on the most profitable activities. This efficiency not only reduces wasted expenditure but also maximizes the impact of each marketing dollar. Consequently, Coca-Cola maintains its competitive edge in the fiercely contested beverage industry, continually adapting to changing market dynamics and consumer trends.

Through these strategic big data applications, Coca-Cola sustains and amplifies its leadership in the global beverage market. The company’s adept use of analytics to drive marketing decisions exemplifies how traditional businesses can leverage modern technology to stay ahead in an evolving industry landscape, ensuring continued growth and success.

Case Study 7: Barclays’ Risk Management

Advanced Analytics for Credit Risk Assessment

Barclays uses predictive analytics to enhance its risk management practices, particularly in assessing credit and loan applications. By analyzing a comprehensive set of data, including applicants’ financial histories, transaction behaviors, and economic trends, Barclays can accurately predict the risk associated with each loan. This reduces the likelihood of defaults, protecting the bank’s assets and financial health.

Strategic Decision-Making to Minimize Financial Risks

The insights gained from analytics also aid Barclays in making strategic decisions about product offerings and market expansions. By understanding risk profiles across different demographics and regions, Barclays can tailor its financial products to meet the needs of its customers while managing risk effectively. This careful balance of risk and opportunity is crucial for sustainable growth in the competitive banking sector.

Related: Implementing Business Analytics in Healthcare

Case Study 8: Starbucks’ Strategic Use of Data for Expansion and Localization

Data-Driven Site Selection for Maximum Market Penetration

Starbucks uses advanced geographic information systems (GIS) and analytics to strategically pinpoint the optimal locations for new stores. By evaluating extensive demographic data, performance metrics of existing stores, and competitive landscapes, Starbucks is able to identify sites with the maximum success potential. This systematic approach helps maintain dense market coverage and ensures customer convenience, vital for driving consistent growth. The precision in site selection allows Starbucks to expand its global footprint strategically, optimizing market penetration and maximizing investment returns.

Enhancing Local Market Strategies Through Analytics

Beyond the strategic site selection, Starbucks extensively uses data analytics to tailor each store to its local context. This involves adapting store layouts, product offerings, and marketing strategies to match local consumer preferences and cultural nuances. By deeply analyzing customer behavior data and feedback within specific locales, Starbucks fine-tunes its offerings to resonate more strongly with local tastes and preferences. This localization strategy not only improves the customer experience but also increases customer loyalty and enhances the strength of the Starbucks brand in diverse markets.

These strategic data analytics applications underscore Starbucks’ ability to consistently align its business practices with customer expectations across various regions. By leveraging data-driven insights for macro decisions on new store locations and micro-level adjustments to store-specific offerings, Starbucks ensures its brand remains relevant and preferred worldwide. This comprehensive approach to using data solidifies Starbucks’ position as a leader in the global coffeehouse market, renowned for its forward-thinking and customer-centric business model.

Case Study 9: Nike’s Supply Chain Management

Dynamic Supply Chain Optimization Using Predictive Analytics

Nike employs advanced analytics to manage its global supply chain, ensuring efficient operation and timely delivery of products. Nike’s predictive models optimize manufacturing workflows and inventory distribution by analyzing data from production, distribution, and retail channels. This agile approach enables Nike to quickly adapt to shifting market demands and trends, ensuring that popular products are readily accessible while keeping surplus inventory to a minimum.

Sustainability Integration in Operations

Nike also leverages analytics to enhance the sustainability of its operations. Using data to monitor and optimize energy use, waste production, and material sourcing, Nike aims to reduce its environmental footprint while maintaining production efficiency. This focus on sustainable supply chain practices helps Nike meet its corporate responsibility goals and appeals to increasingly eco-conscious consumers.

Case Study 10: Google’s Data-Driven Decision Making

Harnessing Big Data for Strategic Insights

Google expertly leverages big data to inform its decision-making across its vast services. By analyzing extensive data collected from user interactions, market trends, and technological developments, Google identifies key opportunities for innovation and enhancements. This robust data analysis supports Google’s ability to maintain a leadership position in the tech industry, continually evolving its products to meet the dynamic needs of users globally. Insights derived from big data guide the development of cutting-edge technologies and refine existing services, ensuring Google sustains a competitive advantage.

Enhancing User Experience Through Personalization

Google utilizes advanced analytics to personalize the user experience across all its platforms comprehensively. By understanding detailed user preferences, behaviors, and engagement patterns, Google tailors its services to improve relevance and usability. This dedication to personalization is showcased in customized search results, targeted advertising, and tailored app recommendations to boost user satisfaction and engagement. Based on deep data insights, these adjustments ensure that Google’s services are intuitive and responsive, integral to users’ daily digital interactions.

Optimizing Marketing and Operations with Predictive Analytics 

Beyond product refinement, Google applies its data-driven approach to optimize marketing strategies and operational efficiencies. Using predictive analytics, Google forecasts future trends and user behaviors, enabling proactive responses to market demands. This strategic foresight enhances overall user experiences and drives operational efficiency, minimizing waste and maximizing the effectiveness of its initiatives. By consistently integrating data-driven insights into its operations, Google meets current market needs and shapes future trends, reinforcing its dominance in the global technology landscape. This strategic use of big data is crucial to Google’s enduring success and expansive influence in the digital world.

Related: Role of Business Analytics in Digital Transformation

The diverse business analytics applications illustrated in these ten case studies underscore their vital role in modern business strategy. Through the intelligent analysis of data, companies not only solve complex problems but also gain competitive advantages, driving growth and innovation. From improving customer satisfaction to optimizing logistical operations and managing risk, the case studies highlight how data-driven decisions are integral to achieving business objectives. As companies maneuver through the complexities of the digital era, the strategic use of analytics will continue to be a crucial factor in driving success, converting challenges into opportunities, and leading the way toward a smarter, more efficient future.

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Google Analytics Performance Marketing Case Studies

When you change the way data is collected and analyzed, you gain insights into your customers and their purchase behaviors. The brands in the section below, including Westwing, Travelocity and PBS, did just that with products such as Google Analytics Premium and Universal Analytics.

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Lenovo: a radically new view of results, accuweather measures holistic analytics with google analytics premium, watchfinder clocks 1,300% roi using precision remarketing with google analytics, westwing uses universal analytics to better understand customers' purchase path, rooms to go improves the shopper experience by integrating google analytics premium.

Marketing case study 101 (plus tips, examples, and templates)

Summary/Overview

If you’re familiar with content lines like, “See how our fancy new app saved Sarah 10 hours a week doing payroll,” you’ve encountered a marketing case study. That’s because case studies are one of the most powerful marketing tools, showcasing real-world applications and customer success stories that help build trust with potential customers.

More than 42% of marketers use case studies in their marketing strategy. Let’s face it — we love testimonials and reviews. People love hearing customer stories and experiences firsthand. In fact, 88% of consumers view reviews before making a purchase decision. Case studies work similarly by providing prospective customers with real-life stories demonstrating the brand’s success.

Case studies provide a more in-depth view of how your product solves an existing problem — something potential buyers can relate to and learn from.

In this article, we take a closer look at what marketing case studies are, why they’re important, and how you can use them to improve your content marketing efforts. You’ll also learn the key elements of a successful case study and how to turn a good case study into a great case study.

What is a marketing case study?

A case study is a narrative that documents a real-world situation or example. A marketing case study is a detailed examination and analysis of a specific strategy, initiative, or marketing campaign that a business has implemented. It’s intended to serve as an all-inclusive narrative that documents a real-world business situation and its outcome.

Marketing case studies are tools businesses use to showcase the effectiveness of a particular tool, technique, or service by using a real-world example. Companies often use case studies as sales collateral on websites, email marketing, social media , and other marketing materials. They provide readers with a firsthand look into how your product or service has helped someone else and demonstrate the value of your offering while building trust with potential customers.

Some common key components of a marketing case study include:

• Context: A case study begins by describing the business’s situation or problem. This often includes challenges, opportunities, or objectives.
• Strategy: An outline of the tactics or strategy utilized to address the business’s situation. This includes details such as the target audience, messaging, channels used, and other unique aspects of the approach.
• Implementation: Provide information about how the strategy was implemented, including timeline, resources, and budget.
• Results: This is arguably the most crucial part of a marketing case study. Present the results through data, metrics, and key performance indicators (KPIs) to demonstrate the impact of the strategy. The results section should highlight both qualitative and quantitative data.
• Challenges and Solutions: A great case study not only focuses on the successes but addresses any obstacles faced during the campaign. Make sure to address any challenges and how they were overcome or mitigated.
• Customer Feedback: Including testimonials or quotes from satisfied clients is a great way to add credibility and authenticity to a case study. Choose customer feedback that reinforces the positive outcomes of the strategy taken.
• Visuals: Compelling case studies include visuals such as graphs, charts, images, videos, and infographics to make the information presented more engaging and easier to understand.
• Analysis: An optional way to conclude a case study includes discussing key takeaways, insights, and lessons learned from a campaign.

Case studies can help you connect your product to the customer’s needs by providing a real world examples of success and encouraging conversions.

Benefits of marketing case studies

Some of the key benefits of using case studies in your marketing efforts include the following:

• Building trust and credibility. You build trust and credibility with potential clients or customers by demonstrating real world success stories. In-depth looks at how your products or services have helped other businesses or people achieve success can increase customer loyalty and encourage repeat business.
• Learn best practices. Learn from strategies employed in successful case studies and apply similar approaches to future campaigns.
• Enhancing sales and conversions. By highlighting the real world results your products or services have delivered, case studies can be a powerful tool for boosting sales. They can help demonstrate the value of your offering and persuade your target audience to make a purchase.
• Explain how your business generates results. Case studies are a compelling way to share key takeaways with your target audience and showcase your brand.
• Use them as content marketing material. Use case studies as content for marketing purposes on websites, social media, and beyond.

Case studies can help your business stand out and achieve success. By highlighting the real world results you’ve delivered, you can use case studies to boost sales, build customer loyalty, and compellingly showcase your business.

Tips on how to write an effective marketing case study

Are you ready to write a compelling case study? Get started with these tips.

Develop a clear and compelling headline

You have about 10 seconds to communicate your value proposition to keep customer attention. Whether you’re designing a new landing page or making a long-term plan for your brand’s content marketing strategy , the headline is the most crucial part.

A compelling title should capture readers’ attention and make them want to read more. To craft a compelling headline:

• Understand your audience: Before crafting a headline, ensure you know your target audience — what are their pain points, interests, and needs?
• Highlight the most significant result: Focus on the most impactful result achieved in the case study. What was the primary outcome of the strategy implemented?
• Keep it brief: Keep your headline concise and to the point. Try to keep your headline under 12 words.
• Use action words: Incorporate action verbs such as “achieved,” “transformed,” or “boosted” to convey a sense of accomplishment.
• Include data: Numbers make your headline more credible. For example, if the case study achieved a 75% increase in sales, include that in the headline.
• Emphasize benefits: Focus on the positive changes or advantages the implemented strategy brought to the client or business. Use these as selling points in your headline.
• Make it unique and memorable: Avoid generic phrases to make your headline stand out from the competition.
• Use keywords wisely: Incorporate relevant keywords that align with the case study and your target audience’s search interest to improve search engine visibility through search engine optimization (SEO).
• Consider subheadings: If you cannot fit all the necessary information in a headline, consider adding a subheading to provide additional context or details.

Here are some examples of clear and convincing case study headlines:

• “Achieving a 150% ROI: How [XYZ] Strategy Transformed a Startup”
• “How Optimized SEO Tactics Skyrocketed Sales by 80%”
• “Mastering Social Media: How [ABC] Brand Increased Engagement by 50%”
• “The Power of Personalization: How Tailored Content Quadrupled Conversions”

Write relatable content

Almost 90% of Gen Z and millennial shoppers prefer influencers who they consider relatable. Relatability is part of building trust and connection with your target audience.

When writing your case study, make content that resonates with readers and speaks to their pain points. The best marketing doesn’t just increase conversion rates — it also serves your customers’ needs. To write content that really resonates with your target audience, make sure to:

• Understand your audience: To successfully write relatable content, you first need to understand your target audience — their interests, pain points, and challenges. The more you know about your target audience, the better you can tailor your content to their needs.
• Identify pain points: As mentioned above, identify challenges your target audience may face. Make sure to highlight how the product or service in the case study can effectively address these pain points.
• Tell a story: Create a narrative that follows a standard story arc. Start with a relatable struggle that the customer or business faced and describe its associated emotions.
• Use real customer feedback: Incorporate quotes or testimonials from actual customers or clients. Including authentic voices makes the content more relatable to readers because they can see real people expressing their experiences.
• Use relatable language: Write in a tone to which your audience can relate. Only include overly technical terms if your target audience solely consists of experts who would understand them.
• Use social proof: Mention any recognitions, awards, or industry acknowledgments that may have been received by the customer or business in the case study.
• Encourage engagement: Urge readers to share their own challenges or experiences related to the subject matter of the case study. This is a great way to foster a sense of community.

Outline your strategies with corresponding statistics

Whether you’re showing off the results your marketing team achieved with a new strategy or explaining how your product has helped customers, data and research make it easier to back up claims.

Include relevant statistics in your case study to provide evidence of the effectiveness of your strategies, such as:

• Quantitative data: Use numerical data to quantify results.
• Qualitative data: Use qualitative data, such as customer testimonials, to back up numerical results.
• Comparisons: Compare the post-campaign results with the pre-campaign benchmarks to provide context for the data.
• Case study metrics: Include specific metrics relevant to your industry or campaign if applicable. For example, in e-commerce, common metrics could include customer acquisition cost, average order value, or cart abandonment rate.

By incorporating relatable outcomes — such as cost savings from new automation or customer responsiveness from your new social media marketing campaign — you can provide concrete evidence of how your product or service has helped others in similar situations.

Use multiple formats of representation

People love visuals . It doesn’t matter if it’s an infographic for digital marketing or a graph chart in print materials — we love to see our data and results represented in visuals that are easy to understand. Additionally, including multiple representation formats is a great way to increase accessibility and enhance clarity.

When making a case study, consider including various forms of representation, such as:

• Infographics: Use infographics to condense critical information into a visually appealing, easy-to-understand graphic. Infographics are highly sharable and can be used across marketing channels.
• Charts: Use charts (bar charts, pie charts, line graphs, etc.) to illustrate statistical information such as data trends or comparisons. Make sure to include clear labels and titles for each chart.
• Images: Include relevant photos to enhance the storytelling aspect of your case study. Consider including “before and after” pictures if relevant to your case study.
• Videos: Short videos summarizing a case study’s main points are great for sharing across social media or embedding into your case study.
• Tables: Use tables to help organize data and make it easier for readers to digest.
• Data visualizations: Include data visualizations such as flowcharts or heatmaps to illustrate user journeys or specific processes.
• Screenshots: If your case study involves digital products, include screenshots to provide a visual walkthrough of how the product or service works.
• Diagrams: Use diagrams, such as a flowchart, to explain complex processes, decision trees, or workflows to simplify complicated information.
• Timelines: If your case study involves a timeline of specific events, present it using a timeline graphic.

Use a consistent design style and color scheme to maintain cohesion when incorporating multiple formats. Remember that each format you use should serve a specific purpose in engaging the reader and conveying information.

Get your case study in front of your intended audience

What good is a compelling case study and a killer call to action (CTA) if no one sees it? Once you’ve completed your case study, share it across the appropriate channels and networks your target audience frequents and incorporate it into your content strategy to increase visibility and reach. To get your case study noticed:

• Take advantage of your website. Create a dedicated section or landing page on your website for your case study. If your website has a blog section, consider including it here. Optimize the page for search engines (SEO) by including relevant keywords and optimizing the meta description and headers. Make sure to feature your case study on your homepage and relevant product or service pages.
• Launch email marketing campaigns. Send out the case study to your email subscriber list. Be specific and target groups that would most likely be interested in the case study.
• Launch social media campaigns. Share your case study on your social media platforms. Use eye-catching graphics and engaging captions to draw in potential readers. Consider creating teaser videos or graphics to generate interest.
• Utilize paid promotions. Use targeted social media and search engine ads to reach specific demographics or interests. Consider retargeting ads to re-engage visitors who have previously interacted with your website.
• Issue a press release. If your case study results in a significant industry impact, consider issuing a press release to share the exciting news with relevant media outlets or publications.
• Utilize influencer outreach. Collaborate with influencers who can share your case study with their followers to increase credibility and expand your reach.
• Host webinars and presentations. Discuss the case study findings and insights through webinars or presentations. Promote these events through your various marketing channels and make sure to encourage participation.
• Utilize networking events and conferences. Present your case study at industry-related conferences, trade shows, or networking events. Consider distributing printed or digital copies of the case study to attendees.
• Utilize online communities. Share the case study in relevant online forums and discussion groups where your target audience congregates.
• Practice search engine optimization (SEO). Optimize the SEO elements of your case study to improve organic search ranking and visibility.

Remember, the key to successfully promoting your case study is to tailor your approach to your specific target audience and their preferences. Consistently promoting your case study across multiple channels increases your chances of it reaching your intended audience.

Marketing case study examples

Let’s look at some successful marketing case studies for inspiration.

“How Handled Scaled from Zero to 121 Locations with HubSpot”

Right away, they lead with compelling metrics — the numbers don’t lie. They use two different formats: a well-made video accompanied by well-written text.

The study also addresses customer pain points, like meeting a higher demand during the pandemic.

“How AppSumo grew organic traffic 843% and revenue from organic traffic 340%”

This case study from Omniscient Digital leads with motivating stats, a glowing review sharing a real user experience, and a video review from the AppSumo Head of Content.

The case study information is broken down into clearly marked sections, explaining the benefits to their target audience (startups) and providing plenty of visuals, charts, and metrics to back it up.

“How One Ecommerce Business Solved the Omnichannel Challenge with Bitly Campaigns”

Download this Bitly case study from their site to see the details of how this company made an impact.

Not only is it well designed, but it also tackles customer challenges right away. The most compelling types of case studies serve their audience by showing how the product or service solves their problems.

Bitly nails it by listing obstacles and jumping right into how the brand can help.

Marketing case study template

Use this basic template to better understand the typical structure of a business case study and use it as a starting place to create your own:

Case Study Title

Date: [Date]

Client or Company Profile:

• Client/Company Name: [Client/Company Name]
• Industry: [Industry]
• Location: [Location]
• Client/Company Background: [Brief client or company background information.]

Introduction:

• Briefly introduce the client or company and any necessary context for the campaign or initiative.
• Problem statement: Describe the specific challenge or problem faced by the client or company before implementing the campaign or initiative.
• Strategy: Explain the strategy that was implemented to address the challenge. Include details such as target audience, objectives, goals, and tactics.
• Implementation: Provide a timeline of the strategy’s implementation, including key milestones and other notable considerations taken during execution.
• Outcomes: Present the qualitative and quantitative results achieved through the implemented strategy. Include relevant metrics, statistics, and key performance indicators (KPIs).
• Comparative data: Compare the post-campaign results to pre-campaign benchmarks or industry standards.

Analysis and Insights:

• Key insights: Summarize insights and lessons learned from the campaign and discuss the campaign's impact on the client or company’s goals.
• Challenges faced: Address any obstacles encountered during the campaign and how they were mitigated or overcome.

Conclusion:

• Conclusion: Summarize the campaign’s overall impact on the client or company. Highlight the value that was delivered by the implemented strategy and the success it achieved.
• Next Steps: Discuss potential follow-up actions, recommendations, or future strategies.

Testimonials:

• Include quotes or testimonials from the clients or customers who benefitted from the campaign.
• Incorporate relevant visuals to illustrate key points, findings, and results.

The above template is a great way to get started gathering your ideas and findings for a marketing case study. Feel free to add additional sections or customize the template to match your requirements.

Craft a compelling marketing case study for your business

Are you ready to make your marketing case study shine? With Adobe Express, you can make high-quality infographics and presentations that take your case studies to the next level.

Choose from our library of designed templates, or make it yourself with powerful tools and a library of ready-to-use graphic elements.

Get started with Adobe Express today to make compelling marketing case studies that engage your audience and drive conversions.

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Get inspired.

Omni Hotels boosts conversions 4X by ditching cookies for Display & Video 360’s PAIR

From its roots in grand historic hotels to its collection of modern resort destinations, Omni Hotels & Resorts has been shaping the hospitality landscape for decades. With over 40 locations spanning across North America, Omni has continued to build upon its rich legacy that blends time-honored elegance with personalized experiences, offering guests a taste of genuine luxury. To navigate the privacy-focused landscape, Omni partnered with PMG, MiQ, and LiveRamp, adopting Google's Display & Video 360 Publisher Advertiser Identity Reconciliation (PAIR) solution to deliver relevant ads without compromising user data. This resulted in a remarkable 4X increase in ad conversion rates compared to traditional cookie-based methods, demonstrating success in delivering relevant experiences while respecting user privacy.

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Top 20 Analytics Case Studies in 2024

Cem is the principal analyst at AIMultiple since 2017. AIMultiple informs hundreds of thousands of businesses (as per Similarweb) including 60% of Fortune 500 every month.

Cem's work focuses on how enterprises can leverage new technologies in AI, automation, cybersecurity(including network security, application security), data collection including web data collection and process intelligence.

Although the potential of Big Data and business intelligence are recognized by organizations, Gartner analyst Nick Heudecker says that the failure rate of analytics projects is close to 85%. Uncovering the power of analytics improves business operations, reduces costs, enhances decision-making , and enables the launching of more personalized products.

In this article, our research covers:

How to measure analytics success?

What are some analytics case studies.

According to  Gartner CDO Survey,  the top 3 critical success factors of analytics projects are:

• Creation of a data-driven culture within the organization,
• Data integration and data skills training across the organization,
• And implementation of a data management and analytics strategy.

The success of the process of analytics depends on asking the right question. It requires an understanding of the appropriate data required for each goal to be achieved. We’ve listed 20 successful analytics applications/case studies from different industries.

During our research, we examined that partnering with an analytics consultant helps organizations boost their success if organizations’ tech team lacks certain data skills.

*Vendors have not shared the client name

For more on analytics

If your organization is willing to implement an analytics solution but doesn’t know where to start, here are some of the articles we’ve written before that can help you learn more:

• AI in analytics: How AI is shaping analytics
• Edge Analytics in 2022: What it is, Why it matters & Use Cases
• Application Analytics: Tracking KPIs that lead to success

Finally, if you believe that your business would benefit from adopting an analytics solution, we have data-driven lists of vendors on our analytics hub and analytics platforms

We will help you choose the best solution tailored to your needs:

Cem's work has been cited by leading global publications including Business Insider, Forbes, Washington Post, global firms like Deloitte, HPE, NGOs like World Economic Forum and supranational organizations like European Commission. You can see more reputable companies and media that referenced AIMultiple.

Cem's hands-on enterprise software experience contributes to the insights that he generates. He oversees AIMultiple benchmarks in dynamic application security testing (DAST), data loss prevention (DLP), email marketing and web data collection. Other AIMultiple industry analysts and tech team support Cem in designing, running and evaluating benchmarks.

Throughout his career, Cem served as a tech consultant, tech buyer and tech entrepreneur. He advised enterprises on their technology decisions at McKinsey & Company and Altman Solon for more than a decade. He also published a McKinsey report on digitalization.

He led technology strategy and procurement of a telco while reporting to the CEO. He has also led commercial growth of deep tech company Hypatos that reached a 7 digit annual recurring revenue and a 9 digit valuation from 0 within 2 years. Cem's work in Hypatos was covered by leading technology publications like TechCrunch and Business Insider.

Cem regularly speaks at international technology conferences. He graduated from Bogazici University as a computer engineer and holds an MBA from Columbia Business School.

AIMultiple.com Traffic Analytics, Ranking & Audience , Similarweb. Why Microsoft, IBM, and Google Are Ramping up Efforts on AI Ethics , Business Insider. Microsoft invests $1 billion in OpenAI to pursue artificial intelligence that’s smarter than we are , Washington Post. Data management barriers to AI success , Deloitte. Empowering AI Leadership: AI C-Suite Toolkit , World Economic Forum. Science, Research and Innovation Performance of the EU , European Commission. Public-sector digitization: The trillion-dollar challenge , McKinsey & Company. Hypatos gets $11.8M for a deep learning approach to document processing , TechCrunch. We got an exclusive look at the pitch deck AI startup Hypatos used to raise $11 million , Business Insider.

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16 Important Ways to Use Case Studies in Your Marketing

Updated: September 08, 2020

Published: July 30, 2020

When you're thinking about investing in a product or service, what's the first thing you do?

Usually, it’s one or both of the following: You'll likely ask your friends whether they've tried the product or service, and if they have, whether they would recommend it. You'll also probably do some online research to see what others are saying about said product or service. Nowadays, 90% of consumers used the internet to find a local business in the last year , and 82% of consumers read online reviews. This shows that the majority of people are looking to peers to make a purchasing decision. Most customers know that a little online research could spare them from a bad experience and poor investment of your budget.

What Is a Marketing Case Study?

A case study is the analysis of a particular instance (or "case") of something to demonstrate quantifiable results as a result of the application of something. In marketing, case studies are used as social proof — to provide buyers with the context to determine whether they're making a good choice.

A marketing case study aims to persuade that a process, product, or service can solve a problem. Why? Because it has done so in the past. By including the quantitative and qualitative outcomes of the study, it appeals to logic while painting a picture of what success looks like for the buyer. Both of which can be powerful motivators and objection removers.

Why Use Case Studies?

In essence, case studies are an invaluable asset when it comes to establishing proof that what you're offering is valuable and of good quality.

According to HubSpot's State of Marketing Report 2020 , 13% of marketers name case studies as one of the primary forms of media used within their content strategy. This makes them the fifth most popular type of content, outshined only by visual content, blogs, and ebooks.

Okay, so you know case studies work. The question is, how  do they work? And how can you squeeze the most value out of them? 

When to Use a Case Study

Here are the ways you can market your case studies to get the most out of them.

As a Marketing or Sales Asset

1. use a case study template to create pdfs for email or downloads . .

Do not underestimate the value of providing social proof at just the right time in order to add value and earn their business. Case studies are extremely effective in the consideration stage of the buyer's journey when they are actively comparing solutions and providers to solve a problem they're experiencing. 

For this reason, case studies in an independent PDF format can be helpful in both marketing and sales. Marketers can use these PDFs as downloads in web content or email campaigns. Sales reps can utilize these assets in demonstrations, in a follow-up, or to overcome objections. 

The easiest way to create PDF case studies is by using a case study template . Doing so can decrease the amount of time you spend creating and designing your case study without sacrificing aesthetics. In addition, you can ensure that all your case studies follow a similar branded format. 

We've created a great case study template (and kit!) that's already locked and loaded for you to use. All you have to do is input your own text and change the fonts and colors to fit your brand. You can download it here .

On Your Website

2. have a dedicated case studies page..

You should have a webpage exclusively for housing your case studies. Whether you call this page "Case Studies, "Success Studies," or "Examples of Our Work," be sure it's easy for visitors to find.

Structure on that page is key: Initial challenges are clear for each case, as well as the goals, process, and results.

Get Inspired:  Google’s Think With Google  is an example of a really well structured case study page. The copy is engaging, as are the goals, approach, and results.

3. Put case studies on your home page.

Give website visitors every chance you can to stumble upon evidence of happy customers. Your home page is the perfect place to do this.

There are a number of ways you can include case studies on your homepage. Here are a few examples:

• Customer quotes/testimonials
• A call-to-action (CTA) to view specific case studies
• A slide-in CTA  that links to a case study
• A CTA leading to your case studies page

Get Inspired: Theresumator.com  incorporates testimonials onto their homepage to strengthen their value proposition.

Bonus Tip: Get personal.

Marketing gurus across the world agree that personalised marketing is the future . You can make your case studies more powerful if you find ways to make them “match” the website visitors that are important to you.

People react to familiarity -- for instance, presenting someone from London with a case study from New York may not resonate as well as if you displayed a case study from the U.K. Or you could choose to tailor case studies by industry or company size to the visitor. At HubSpot, we call this "smart content."

Get Inspired: To help explain smart content, have a look at the example below. Here, we wanted to test whether including testimonials on landing pages influenced conversion rates in the U.K. The landing page on the left is the default landing page shown to visitors from non-U.K. IP addresses. For the landing page on the right, we used smart content to show testimonials to visitors coming from U.K. IP addresses.

4. Implement slide-in CTAs.

Pop-ups have a reputation for being annoying, but there are ways to implement that that won't irk your website visitors. These CTAs don't have to be huge, glaring pop-ups -- instead, relevant but discreet slide-in CTAs can work really well.

For example, why not test out a slide-in CTA on one of your product pages, with a link to a case study that profiles a customer who's seen great results using that product?

Get Inspired:  If you need some help on creating sliders for your website, check out this tutorial on creating slide-in CTAs .

5. Write blog posts about your case studies.

Once you publish a case study, the next logical step would be to write a blog post about it to expose your audience to it. The trick is to write about the case study in a way that identifies with your audience’s needs. So rather than titling your post “Company X: A Case Study," you might write about a specific hurdle, issue, or challenge the company overcame, and then use that company's case study to illustrate how the issues were addressed. It's important not  to center the blog post around your company, product, or service -- instead, the customer’s challenges and how they were overcome should take centre stage.

For example, if we had a case study that showed how one customer generated twice as many leads as a result of our marketing automation tool, our blog post might be something along the lines of: "How to Double Lead Flow With Marketing Automation [Case Study]." The blog post would then comprise of a mix of stats, practical tips, as well as some illustrative examples from our case study.

Get Inspired:   Check out this great example of a blog post from Moz , titled "How to Build Links to Your Blog – A Case Study."

6. Create videos from case studies.

Internet services are improving all the time, and as a result, people are consuming more and more video content. Prospects could be more likely to watch a video than they are to read a lengthy case study. If you have the budget, creating videos of your case studies is a really powerful way to communicate your value proposition.

Get Inspired: Check out one of our many video testimonials for some ideas on how to approach your own videos.

7. Use case studies on relevant landing pages.

Once you complete a case study, you'll have a bank of quotes and results you can pull from. Including quotes on product pages is especially interesting. If website visitors are reading your product pages, they are in a "consideration" mindset, meaning they are actively researching your products, perhaps with an intent to buy. Having customer quotes placed strategically on these pages is a great way to push them over the line and further down the funnel.

These quotes should be measured, results-based snippets, such as, “XX resulted in a 70% increase in blog subscribers in less an 6 months” rather than, “We are proud to be customers of XX, they really look after us."

Get Inspired: I really like the way HR Software company Workday incorporates video and testimonials  into its solutions pages.

Off Your Website

8. post about case studies on social media..

Case studies make for perfect social sharing material. Here are a few examples of how you can leverage them on social:

• Share a link to a case study and tag the customer in the post. The trick here is to post your case studies in a way that attracts the right people to click through, rather than just a generic message like, “New Case Study ->> LINK." Make sure your status communicates clearly the challenge that was overcome or the goal that was achieved. It's also wise to include the main stats associated with the case study; for example, "2x lead flow," "125% increase in X," and so on.
• Update your cover image on Twitter/Facebook showing a happy customer. Our social media cover photo templates should help you with this!
• Add your case study to your list of publications on LinkedIn.
• Share your case studies in relevant LinkedIn Groups.
• Target your new case studies to relevant people on Facebook using dark posts. ( Learn about dark posts here. )

Get Inspired: MaRS Discovery District  posts case studies on Twitter to push people towards a desired action.

9. Use case studies in your email marketing.

Case studies are particularly suited to email marketing when you have an industry-segmentable list. For example, if you have a case study from a client in the insurance industry, emailing your case study to your base of insurance-related contacts can be a really relevant addition to a lead nurturing campaign.

Case studies can also be very effective when used in product-specific lead nurture workflows in reactivating opportunities that have gone cold. They can be useful for re-engaging leads that have gone quiet and who were looking at specific areas of your product that the case study relates to.

Get Inspired: It's important that your lead nurture workflow content includes the appropriate content for where prospects are in the sales cycle. If you need help on how to do this, check out our post on how to map lead nurturing content to each stage in sales cycle .

Pro tip: When sending emails, don't forget about the impact a good email signature can make. Create your own using our free Email Signature Generator .

10. Incorporate case studies into your newsletters.

This idea is as good for your client relations as it is for gaining the attention of your prospects. Customers and clients love feeling as though they're part of a community. It’s human nature. Prospects warm to companies that look after their customers; companies whose customers are happy and proud to be part of something. Also, whether we are willing to admit it or not, people love to show off!

Get Inspired: Newsletters become stale over time. Give your newsletters a new lease of life with our guide on how to create newsletters that don't suck .

11. Equip your sales team with case studies.

Tailored content has become increasingly important to sales reps as they look to provide value on the sales call. It's estimated that consumers go through 70-90% of the buyer's journey before contacting a vendor. This means that the consumer is more knowledgeable than ever before. Sales reps no longer need to spend an entire call talking about the features and benefits. Sales has become more complex, and reps now need to be armed with content that addresses each stage of the buyer’s process. Case studies can be really useful when it comes to showing prospects how successful other people within a similar industry has benefited from your product or service.

Get Inspired: Case studies are just one type of content that helps your sales team sell. They don't always work by themselves, though. Check out our list of content types that help sales close more deals .

12. Sneak a case study into your email signature.

Include a link to a recent case study in your email signature. This is particularly useful for salespeople. Here's what my email signature looks like:

Get Inspired: Did you know that there are lots more ways you can use your email signature to support your marketing? Here are 10 clever suggestions  for how you can do this.

13. Use case studies in training.

Having customer case studies is an invaluable asset to have when onboarding new employees. It aids developing their buy-in, belief in, and understanding of your offering.

Get Inspired: Have you completed our Inbound Certification course  yet? During our classes, we use case studies to show how inbound marketing is applied in real life.

In Lead-Gen Content

14. include case studies in your lead gen efforts..

There are a number of offers you can create based off of your case studies, in the form of ebooks, templates, and more. For example you could put together an ebook titled “A step-by-step guide to reaching 10,000 blog subscribers in 3 months…just like XX did.” You could create a more in-depth version of the case study with access to detailed statistics as an offer. (And don’t forget, you can also u se quotes and statistics from case studies on the landing page promoting the ebook, which adds credibility and could increase your conversion rates.) Or, you could create a template based on your customer's approach to success.

Get Inspired:   If you think you need to be an awesome designer put together beautiful ebooks, think again. Create ebooks easily using these customisable ebook templates .

You can also use case studies to frame webinars that document how to be successful with X. Using case studies in webinars is great middle-of-the-funnel content and can really help move your leads further down the funnel towards becoming sales qualified leads.

Get Inspired: Webinars are really effective as part of a lead nurturing workflow. Make sure your next webinar is spot on by following these simple webinar tips.

15. Create a bank of evergreen presentations.

It’s important to build up a bank of evergreen content that employees across your organisation can use during presentations or demos. Case studies are perfect for this.

Put together a few slides on the highlights of the case study to stir people’s interest, and then make them available to your sales and customer-facing teams. It's helpful if the marketer who created the presentation is the one who presents it to anyone who might use them in the future. This ensures they can explain the presentation clearly and answer any questions that might arise.

Get Inspired: What to create presentations people want to use? Here's a list of tools to make your presentations great.

16. Create SlideShares based on case studies.

Following on from a few short slides, you could also put together a more detailed presentation of the case study and upload it to SlideShare. After all, not only is SlideShare SEO-friendly (because Google indexes each presentation), but there is a huge pre-existing audience on SlideShare of over 60 million users you can tap into. SlideShare presentations are also easy to embed and share, and allow you to capture leads directly from the slides via a lead capture form.

Get Inspired:   Want to generate more leads with SlideShare, but not sure how to get started? Check out this blog post .

Now that you understand the value of a marketing case study and the different ways that they can be used in your content marketing (and even sales) strategy, your next step is to think about what would convince your target audience to do business with you. 

Have you recently accomplished something big for a client? Do you have a process or product with demonstrable results? What do your potential clients hope that you'll do for them? 

The answers to those questions will help you craft compelling content for your case study. Then, all that's left is putting it into your audience's hands in formats they want to consume.

Editor's note: This post was originally published in January 2015 and has been updated for comprehensiveness.

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Marketing Analytics Case Study Guide for 2024

Case study questions in marketing analyst interviews are scenario-based questions that mirror the day-to-day work of analysts.

In marketing analytics case studies, the interviewee is provided with marketing data or a specific scenario, then must develop a detailed solution for the provided case question. For example, in a marketing analytics case interview, you might be asked, “How would you measure the effectiveness of a marketing channel?”

You would then propose marketing analytics metrics that you would be most interested in, like cost per acquisition (CPA) or the return on ad spend (ROAS). Ultimately, the most common types of marketing analytics case study questions include:

• Measuring effectiveness - These questions ask you to gauge the effectiveness of marketing campaigns based on the provided data.
• Marketing analysis - These questions provide data that you can first analyze and then propose marketing strategies based on your analysis.
• Marketing metrics - These questions ask you to propose metrics to assess performance or investigate a problem. An example would be: “Campaign A and Campaign B have the same spend. However, Campaign A is converting at a much higher rate. What metrics would you use to investigate the discrepancy?”

What is Marketing Analytics?

Marketing analytics use data to inform marketing decisions. By integrating data into marketing decisions, businesses can refine their marketing campaigns, better understand what drives customer action and increase ROI on their marketing spend.

Marketing analytics has numerous applications for businesses, including:

• Determining the ROI for marketing campaigns.
• A/B testing marketing messages to find what works best.
• Identifying which messages, advertisements, and marketing activities drive customer action.
• Optimizing and personalizing marketing messages for customers.

Marketing case study questions within interviews mirror the job responsibilities of marketing analysts . For example, you could be provided with data and asked to make an analysis on how the company should allocate marketing spend.

At their core, marketing case studies are scenario-based questions that ask you to present a well-constructed solution to a potential or real-world marketing problem. These questions allow you to apply your marketing expertise to a real case, as well as use your problem-solving and analytical thinking skills to address it.

Marketing Analytics Case Study Question: Example Answer

Here we will review a deep dive into a solution for one of the most common marketing analyst case study questions:

1. How would you measure the effectiveness of different marketing channels?

More context. Say you are running paid advertisements for an online learning business, to drive customers to your curriculum. The business only sells a single course, which costs $100. You have spent $1,000 on Facebook Ads and Google Ads in order to increase sign-ups. What metrics would you be most interested in reviewing your decision and investment?

A version of this question is asked in nearly every marketing analyst interview. Your goal should be to define what “effective” means in this context, and then talk about the most important metrics for measuring it.

Example Solution:

First, start with some clarifying questions like:

• What are the goals of the two marketing campaigns? Is it to increase sales of the course? Generate awareness of the public to your product? Drive engagement from existing enrollees?
• Are these the first two campaigns the company has run? How long have they invested in paid advertising?

For the purposes of this example, assume the goal is to increase sales and that the company already has an established marketing presence on Google and Facebook.

If the goal is sales, we would be interested in return on investment (ROI). That is, if we invest more money into marketing channels that have a higher ROI, we are effectively pursuing the options that maximize our returns.

To understand ROI, there are two main marketing analytics metrics we should focus on:

• Cost Per Acquisition (CPA) - The total ad spend for a marketing channel divided by the number of customers. Ideally, we want CPA to be as low as possible so that we’re spending less to acquire customers than they’re bringing in.
• Customer Lifetime Value (CLV) - The amount of revenue brought in by customers from a specific marketing channel. For SaaS companies, acquiring one customer may yield an average of five or six years of annual subscription renewals, such that the lifetime value of one customer is quite a bit higher than the upfront cost to get them to sign up.

Let’s focus on breaking down the cost per acquisition metric. CPA is the average cost to acquire a customer for each marketing channel spent. Here is the following data we are given for this situation:

• We spend $1000 on Facebook Ads.
• 10 individuals converted to customers.
• To calculate CPA, we divide the ad spend of $1,000 by the 10 customers acquired ( 1000 ⁄ 10 ), for an expected CPA value of $100 per customer.

Next, we want to look at the CLV and how it relates to CPA. For our example, the customer lifetime value is $100 (because the company only sells one course, and does not expect customers to purchase multiple times).

• If my course costs $100 and I convert 10 customers (with a CPA of $100 each), then I am breaking even on my ad spending and revenue.
• But if the business adds another course, and on average all customers from Facebook purchase 1.5 courses, then my customer lifetime value is $150, which gives me a $50 profit per customer (the CPA has not increased in this scenario).

Note that CLV is particularly important for subscription-based products because if one channel results in long-term customers with a higher CLV versus a larger payoff upfront but drastically worse long-term value, we would likely want to target the option with the greater long-term outlook.

1. Reviewing Funnel Metrics

Since most marketing is about getting the company brand and mission in front of customers, many times it is up to the internal product team to work on converting customers down the line.

So in marketing analytics, we focus on breaking that CPA number down a bit more into a funnel:

• How many people saw my Facebook ad?
• How many people clicked the ad and viewed the course landing page?
• How many people actually converted?

By reviewing the funnel metrics for CPA, we can learn which channels are the most efficient at turning ad impressions into conversions. This will also help us identify where we need to improve in the funnel.

2. Considering Multi-Channel Attribution

Everything we have covered so far assumes that we are evaluating each marketing channel individually. But actually getting the right data for situations in which it is possible a customer might have interacted with marketing material across several platforms and mediums is the hard part. To separate out the different influences, we are going to have to use tools like Mixpanel, Google Analytics, or internal data systems to measure attribution.

Attribution is defined as the way we allocate and tie a visitor to a marketing channel. And it is not easy. For example, we might see that a customer came from Facebook but then dropped off or got bored on my landing page before seeing a Google Ads campaign and finally converting. From all of this, we still have to choose a marketing channel to attribute the conversion.

If they saw a Facebook ad and didn’t convert but then came back and made a purchase from a Google Ads driven organic search, do we attribute it to Facebook Ads or Google Ads?

There are a few ways to allocate attribution when we run into multi-touch attribution issues:

• First touch attribution - This attributes the conversion to the first campaign, e.g., Facebook Ads for the above example.
• Last touch attribution - The conversion would be attributed to the last campaign, e.g., Google Ads.
• Regression model - This type of attribution model would be developed and may weigh the impact of both the Facebook Ads and Google Ads impression before deciding which deserves the attribution.

Many times we try to improve our marketing techniques by segmenting our paid channels by campaigns. For Google Ads I might run two campaigns: one targeting a certain demographic like younger users and another targeting older users.

If we can find the CPA and CLV by these demographics, we can then zero in on better ratios to target and optimize campaign performance.

3. Next steps

Analytics case studies are generally discussions. The above answer would show that you understand the fundamentals of marketing performance measurement. However, the interviewer may try to steer the question by asking follow-ups or providing new information. For instance, they might ask, “what if the goal had been different? How would the response change if the goal was brand awareness?” The interviewer will now evaluate how well you can pivot and adapt your thinking.

Marketing Analytics Case Study: Video Guide

Here’s a video guide on Marketing Analytics for Online Businesses:

Additional Marketing Analytics Case Study Questions

2. how would you determine how much a company should pay for advertisements on a third-party app.

Case study questions are vague by nature, and it is your responsibility to ask clarifying questions before you jump into an answer. With this case, there are a lot of questions you can ask like:

• How widely used is the app?
• Do we have any information about its user base?
• Are the advertisements click-based or impression-based?
• What placements does the app offer?
• What is the goal of the campaign? Awareness, sales, engagement, leads?
• Is there a target ROI for the campaign?

To best estimate possible costs, you would want to look at historical advertising data. What campaigns have the company run before? What were the funnel metrics for these campaigns, e.g. click-through rates and conversion rates? Besides those two questions, you would need to consider customer metrics like customer lifetime value, average order value, or lead-to-conversion rate.

With this information, you can begin to define the maximum CPC or maximum CPM for advertisements on the third-party app.

3. An e-commerce company is experiencing a reduction in revenue for the past 12 months. What would you investigate to understand exactly where the revenue loss is occurring?

To investigate the revenue decline, you have access to such information as:

• Date of sale.
• Amount paid by customers.
• Profit margin per unit.
• Quantity of item.
• Item category.
• Item subcategory.
• Marketing attribution source.
• Percent discount applied.

A question like this gets asked in marketing analyst interviews to determine if you can propose strong metrics to investigate a problem. You might start by investigating monthly revenue by marketing source, category/subcategory, or by the percent of the discount applied.

This analysis would help you understand if the decline is due to decreasing marketing efficiency, an overreliance on discounts, or if a particular category is declining. Another option would be to investigate changes in profit margin per unit, which could help identify if production costs are rising.

4. Use the provided data to calculate the overall advertising cost per conversion.

More context. You work for an e-commerce company that wants to invest in Facebook Ads. You learn that an ad placement is $0.05 per impression, and the click-through rate (click per impression) is 1%. Based on your historical data, you also know that you have an average of 2% conversion rate on your website.

With this question, model the data to help you calculate cost per conversion.

• 10,000 impressions (at $0.05 per impression) would cost $500.
• This would result in 100 clicks (because the CTR is 1% of 10,000 impressions).
• Therefore, the cost per click would be $5 ($500 ad spend / 100 clicks).
• Since our average conversion rate is 2%, 100 clicks would result in 2 conversions.
• Therefore, the cost per conversion would be $250 ($500 ad spend / 2 conversions).

5. How would you design an A/B test to utilize the marketing budget in the most efficient way possible?

More context. You want to test multiple new channels, including YouTube Ads, Google Search Ads, Facebook Ads, and direct mail campaigns.

Start with follow-up questions. You want to define what “efficient” means, you need to understand the total budget to ensure you could test each channel properly, you want to know about marketing performance to-date, and finally discover if any data exists.

With an A/B testing question, you should propose metrics for the test like:

• Confidence interval.
• Power (likelihood that the change will actually make a difference).
• Length of the test.

Similarly, you would also want to provide a high-level overview of how you would run the test, including gathering data, checking distributions and performing post hoc analysis.

Note: A/B testing questions are not widely asked in marketing analyst roles during their interviews. However, testing and marketing optimization questions are common. Therefore, a simpler version of this question might be: what metrics would you be interested in when testing new marketing channels?

More Marketing Analytics Interview Resources

Interviews for a marketing analyst role typically include a mix of data science SQL questions , product metrics questions, and sometimes, a data analytics takehome assessment , in addition to the marketing analytics case study. See our guides for more practice marketing analyst questions.

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Lessons from the Field: Analyzing Successful Marketing Case Studies

Discover valuable insights and strategies from real-life marketing case studies in this informative article.

In the ever-evolving world of marketing, success stories serve as valuable lessons. Case studies, in particular, provide real-world examples and insights that can shape marketing strategies, campaigns, and tactics. They offer a window into the strategies employed by successful brands, allowing marketers to extract valuable insights and apply them to their own endeavors. In this article, we will delve into the importance of case studies in marketing, identify key elements of successful case studies, explore how to extract valuable insights from them, and discuss the application of those insights to improve marketing strategies.

Understanding the Importance of Case Studies in Marketing

Case studies play a vital role in the development of marketing strategy. They provide marketers with evidence of what works in real-world scenarios, allowing them to learn from others' successes and avoid their mistakes. Additionally, case studies offer an opportunity to understand the challenges faced by various organizations and how they overcame them.

The role of case studies in marketing strategy development

Case studies serve as a foundation for marketing strategy development. By analyzing successful marketing case studies, marketers can gain a deeper understanding of the tactics and approaches that have proven effective in the past. This knowledge enables them to make informed decisions and craft strategies that are more likely to succeed.

For example, let's consider a case study on a popular clothing brand that successfully launched a new product line. By examining the marketing strategies employed, such as influencer collaborations and targeted social media campaigns, marketers can draw valuable insights. They can learn about the importance of creating a buzz around the launch, leveraging the power of social media influencers, and engaging with their target audience in a meaningful way.

Furthermore, case studies provide marketers with a comprehensive view of the marketing landscape. They showcase different industries, markets, and target audiences, allowing marketers to broaden their perspective. This exposure to diverse case studies helps marketers identify innovative strategies and adapt them to their specific business needs.

How case studies provide real-world examples and insights

Case studies bring marketing theories and concepts to life by showcasing their application in real-world scenarios. They provide concrete examples of marketing strategies, tactics, and campaigns that have achieved measurable success. Whether it's a social media campaign that went viral or a targeted content marketing strategy, case studies offer a wealth of insights into what works and how it can be replicated.

Let's delve into a case study on a startup that successfully disrupted the market with a unique marketing approach. This case study highlights the importance of thinking outside the box and taking calculated risks. By analyzing the strategies employed by the startup, marketers can gain valuable insights into unconventional marketing methods that can create a buzz and differentiate their brand from competitors.

Furthermore, case studies provide an opportunity to learn from failures as well. By examining unsuccessful marketing campaigns, marketers can identify pitfalls to avoid and gain a deeper understanding of what does not work in certain contexts. This knowledge is invaluable in refining marketing strategies and avoiding costly mistakes.

Moreover, case studies offer a glimpse into the ever-evolving digital landscape. With the rapid advancement of technology, marketers need to stay updated on the latest trends and tools. By studying case studies that showcase successful digital marketing campaigns, marketers can gain insights into emerging platforms, innovative techniques, and effective ways to engage with digitally-savvy consumers.

In conclusion, case studies are an essential tool for marketers to enhance their understanding of successful marketing strategies and gain insights into real-world examples. By analyzing case studies, marketers can make informed decisions, craft effective marketing strategies, and stay ahead in the dynamic and competitive marketing landscape.

Identifying Key Elements of Successful Marketing Case Studies

To truly benefit from analyzing case studies, it is essential to identify their key elements. By understanding what makes a case study successful, marketers can find valuable lessons and apply them to their own marketing initiatives.

Case studies are a powerful tool for marketers to gain insights and learn from the successes of others. They provide a real-life example of how a marketing strategy was implemented and the results that were achieved. However, not all case studies are created equal. Some are more effective than others in conveying the key lessons and inspiring marketers to take action.

Defining the objectives and target audience of the case study

Successful case studies clearly define their objectives and target audience. These two factors shape the entire narrative of the case study, ensuring that it aligns with the intended lessons and resonates with the readers who can benefit from it.

When defining the objectives of a case study, marketers should consider what specific insights they want to gain and what actions they hope to inspire. This clarity of purpose will guide the selection of case study subjects and the analysis of their strategies.

Similarly, identifying the target audience is crucial for crafting a case study that speaks directly to the right people. Marketers should consider who will benefit the most from the lessons shared in the case study and tailor the language, examples, and recommendations accordingly.

Selecting the right case study subjects for analysis

The choice of case study subjects is crucial. Marketers should select case studies that closely align with their industry, target market, or specific marketing challenges they face. By analyzing case studies that are relevant and relatable, marketers can extract insights that are directly applicable to their own marketing strategies.

When selecting case study subjects, marketers should consider not only the industry or market segment but also the specific challenges or goals they are facing. For example, if a marketer is struggling with social media engagement, analyzing a case study of a successful social media campaign can provide valuable insights and inspiration.

Furthermore, it is important to consider the credibility and reliability of the case study subjects. Marketers should look for case studies that have been well-documented and have credible sources of information. This ensures that the insights gained from the analysis are based on accurate and trustworthy data.

Analyzing the structure and format of successful case studies

Case studies have a distinct structure and format. Successful case studies often follow a storytelling approach, clearly outlining the problem, the strategy employed, the tactics used, and the results achieved. Analyzing the structure and format of successful case studies can help marketers present their own strategies in a compelling and engaging manner.

When analyzing the structure and format of successful case studies, marketers should pay attention to the flow of the narrative. Is the story easy to follow? Does it build tension and create anticipation? Is the resolution satisfying? These elements contribute to the overall impact of the case study and can make it more memorable and persuasive.

In addition, marketers should consider the use of visuals and supporting data in successful case studies. Visuals such as charts, graphs, and images can help illustrate key points and make the case study more visually appealing. Supporting data, such as statistics and metrics, can add credibility and provide evidence of the effectiveness of the strategies employed.

By analyzing the structure and format of successful case studies, marketers can gain insights into how to present their own strategies in a way that captures the attention of their audience and effectively communicates the key lessons.

Extracting Valuable Insights from Marketing Case Studies

Once marketers have identified successful case studies, the next step is to extract valuable insights that can inform their own marketing initiatives. This involves examining the strategies employed, understanding the impact of market research and data analysis, and learning from innovative and creative marketing campaigns.

Identifying successful marketing strategies and tactics

Case studies provide an opportunity to identify successful marketing strategies and tactics that have proven effective in specific scenarios. By analyzing these strategies, marketers can gain inspiration and adapt them to their own campaigns to achieve similar results.

Understanding the impact of market research and data analysis

Market research and data analysis play a crucial role in successful marketing case studies. These studies often highlight the importance of gathering and analyzing relevant data to inform marketing decisions. By understanding how market research and data analysis contribute to successful marketing, marketers can leverage these tools to enhance their own strategies.

Learning from innovative and creative marketing campaigns

Successful case studies often showcase innovative and creative marketing campaigns that have captured audience attention. By analyzing these campaigns, marketers can learn valuable lessons about creativity, resourcefulness, and out-of-the-box thinking. These insights can then be applied to their own marketing initiatives to create impact and differentiate their brands.

Applying Lessons Learned to Improve Marketing Strategies

Deriving insights from case studies is only valuable if they can be effectively applied to improve marketing strategies. This involves implementing successful case study findings into marketing plans, adapting strategies to fit different industries and target markets, and measuring the effectiveness of marketing strategies based on case study insights.

Implementing successful case study findings into marketing plans

Successful case study findings should not remain mere insights but should be transformed into actionable plans. Marketers should incorporate these findings into their marketing strategies and campaigns, adapting them to suit their own unique circumstances. By implementing successful case study findings, marketers can increase the likelihood of achieving desirable outcomes.

Adapting strategies to fit different industries and target markets

While case studies provide valuable insights, it's crucial to adapt them to fit different industries and target markets. What works for one brand may not necessarily work for another. Marketers should carefully consider the nuances of their own industry and target market and tailor strategies accordingly. By intelligently integrating case study learnings with industry context, marketers can maximize effectiveness.

Measuring the effectiveness of marketing strategies based on case study insights

An effective marketing strategy is one that can be measured and evaluated. Once marketers have applied case study insights to their own strategies, they should establish clear metrics to assess their effectiveness. By measuring the impact of their strategies, marketers can continuously refine and optimize their marketing efforts based on the lessons learned from the case studies they have analyzed.

Storing Templates in the HIVO Platform

In addition to analyzing case studies for insights, marketers can also streamline their marketing processes by utilizing digital asset management platforms like HIVO. One valuable feature of HIVO is the ability to store templates.

Templates provide marketers with a consistent and efficient way to execute marketing campaigns. With HIVO, marketing teams can easily access and use pre-designed templates for various marketing materials, such as landing pages, social media ads, email campaigns, and more.

By storing templates in the HIVO platform, marketers can ensure brand consistency, save time on design iterations, and maintain quality control over the marketing materials. The ability to store templates simplifies the marketing workflow, enhances collaboration among team members, and allows for better scalability in marketing campaigns.

In conclusion, analyzing successful marketing case studies is a valuable practice for marketers seeking to improve their strategies. By understanding the importance of case studies, identifying key elements of successful case studies, extracting valuable insights, and applying those lessons learned, marketers can enhance their marketing outcomes and drive success in their campaigns. Additionally, leveraging digital asset management platforms like HIVO, with features such as template storage, can further streamline marketing processes and improve efficiency.

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Target Audience Analysis: The 13 steps three brands followed to get results

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Quick Case Study #1: How a clothing brand increased display ad clicks 253% with niche targeting ideas from an AI-powered persona generator

Faye is a designer kids’ wear brand catering to girls. Like most ecommerce companies, it relies heavily on display ads for product promotions.

BEFORE: Product-based audience targeting for display ads

Faye’s marketing team had been running display ads for well over a year, directly targeting relevant audience segments such as ‘children's apparel,’ ‘baby & toddler apparel,’ and ‘gifts & occasions’ on Google Ads.

Creative Sample #1: Previous ad targeting for clothing brand

The team generated approximately 8,000 clicks per week with an average click-through rate (CTR) of 4%, and they wanted to further expand their digital reach. So they needed to find new display ad audiences to target.

It was easier said than done.

Although Google Analytics provides valuable data on website traffic and user behavior, it did not give them a comprehensive understanding of their visitors and buyers, which was essential for identifying new audience segments and ad targeting opportunities.

The team had a lot of marketing and web analytics data, but it was heavily underutilized.

AFTER: Niche audience segments and attributes guide targeting for display ads

Your ideal customer doesn’t only care about your products or services. They have three-dimensional lives with many other interests as well. The team sought to discover and tap into those interests.

Step #1: Supplement existing analytics with advanced tools

In order to better understand those interests and build well-rounded personas, the marketing team supplemented the insights received from Google Analytics by connecting an AI-powered persona generator to the clothing brand’s Google Analytics and Search Console accounts.

Step #2: Create detailed audience segments (personas)

They built eight detailed audience segments. Each persona was created based on similarities in user demographics, hobbies, interests, behaviors, purchasing patterns, and so on.

The team further identified unique attributes specific to the best-performing, high-converting user segments (buyers), as compared to the non-converting segments (bouncers and passive browsers). For example, hobbies like comics and crafts.

Creative Sample #2: Example of AI-generated persona

“With data-driven personas, we were able to analyze our website visitors and build narrowed segments that would drive the most results,” said Jose John, Founder, Faye .

Step #3: Analyze industry-specific insights

They also received industry-specific insights extracted from page views, search queries, and keywords. Keywords were grouped and presented in terms of relevant attributes such as size, gender, occasion, type, color, age group, and more.

Creative Sample #3: AI-generated industry specific insights

Step #4: Expand target segments beyond direct product relevance

Armed with these insights, the brand went more broad (targeting segments not directly related to its products) by focusing on the new niche segments built from its ideal customers’ interests. For example, the team targeted newer audience segments based on their hobbies, such as ‘Comics & Animation fans’ and ‘Arts & Crafts Supplies.’

Step #5: Tailor ad creative and messaging

The children’s wear company then reached these audiences with ad creatives and messaging that were tailored based on the industry-specific insights.

“The hobbies were used to build audiences in Google Ads while the industry-specific insights were used for ad creatives. The display ad that you see was created with these industry insights in mind – a female child in a pink party dress,” said Sujit Zachariah, Founder, Delve AI (the tool Faye used to create data-driven personas automatically).

Creative Sample #4: New display ad

RESULTS: Reaching new audience segments without hurting CTR performance significantly

The children’s clothing company witnessed a 367% increase in the number of impressions and 253% increase in the number of clicks.

In turn, the click-through rates (CTR) of the newly targeted segments were not significantly worse than their pre-existing best performing segments, so they were able to expand to new (seemingly unrelated) audiences without markedly hurting CTR performance.

New audiences:

• Comics & Animation Fans – 3.88% CTR on 791,944 impressions for 30,749 clicks
• Arts & Craft Supplies – 3.44% CTR on 17,740 impressions for 611 clicks

Previous audiences:

• Children’s Apparel – 5.07% CTR on 74,960 impressions for 3,804 clicks
• Gifts & Occasions – 4.16% CTR on 67,421 impressions for 2,808 clicks
• Baby & Toddler Apparel – 4.12% CTR on 31,229 impressions for 1,287 clicks

“Our new audience segments gave us way more clicks and impressions than all our earlier segments combined. This was great on its own, plus the CTR was comparable to our past results,” John said. “If you think you are falling short and AI can do a better job, or help you make data-driven decisions, try out AI analytics tools.”

“I think it just goes to show the potential of integrating AI into your business marketing strategies. It can analyze customer data way better than you can and help you create personalized campaigns that engage and convert prospects,” Zachariah said.

Quick Case Study #2: How Bitcoin ATM company shifted from low-quality AI-generated content to high-quality human content, and earned 2 backlinks (including one from a competitor)

CoinTime sells Bitcoin at 180 physical ATM locations across four states.

BEFORE – Low-quality AI content

The company’s blog section consisted of low-quality AI-generated content.

Creative Sample #5: Article intro (before)

“The idea of relying on AI tools for content production is not bad at all. But what makes a big difference is what (sources, data and info) you are going to feed these AI tools with,” said Ahmed Yousuf Mwafe, SEO Manager and Financial Crypto Author, CoinTime .

Mwafe identified the low-quality AI-content through a content audit, looking for opportunities for improve SEO. The content wasn’t getting any traffic or backlinks.

AFTER – Content based on what link creators need

The team moved to human-written content, with strict rules for pieces of content. Here’s a look at the step-by-step process they took to create blog posts like ‘Bitcoin ATMs Fees Guide + Charges Calculator.’

Step #1: Find potential link sources

The team started by finding potential sources of inbound links.

“It’s super easy to find things through Google as that's what the whole idea of Google is about – to satisfy your search intent,” Mwafe said. The team started by simply looking up terms like – best bitcoin blogs, best bitcoin atm blogs, best bitcoin publications, best bitcoin journalists, best bitcoin atm in USA – and seeing who was ranking.

They also looked up backlinks. “Ahrefs, SEMrush: here I conducted a simple backlink analysis for my top competitors to find their backlink sources,” he said.

The list of link creators was a mix of high-authority crypto blogs, financial- and crypto-related publications, and CoinTime’s competitors. “Fun fact! The first backlink I got from this campaign was from one of my direct competitors in the USA,” Mwafe said.

Creative Sample #6: Anonymized list of relevant link creators

Step #2: Determine what link creators need

The team then focused on how they could serve these links creators. What do they really need?

They settled on reliable data and information sources. Few, if any, competitors provided deep data around topics like fees, limits, and verification requirements in form that makes it easy to read and consume.  

The team also realized that if they had data, they could use it in many ways – from tools like a fee calculator to high-quality written content. It took days of manual work to figure out all the viable sources and gather the data.

“I made sure my content creator is using the best data sources through his workflow,” Mwafe said.

Step #3: Plan content

The team created a list with strict rules about what each blog post should contain for the post’s writer. The plan included:

• Main topic ideas/headlines
• Word counts
• Suggested headings (outlines)
• Suggested content angles, with more detail on how to address the targeted topic from a unique angle
• Photos/graphs

Creative Sample #7: List of relevant link creators

Step #4: Create compelling content

“What defines how good our content will be is how deep the research process was,” he said.

The new blog posts were written by humans, with far better copy, based on Mwafe’s research. Navigating Bitcoin ATM fees can be daunting. The team aimed to create a guide that demystifies the costs, helping readers make informed decisions and avoid unnecessary expenses. To meet that goal, the team needed to include info on competitors’ fees as well.

Creative Sample #8: New article intro

The new blog posts included data visualization like tables that make it easier to categorize and sort data and interactive graphs.

Creative Sample #9: Interactive graph

They also built tools, like a fee calculator through which readers can calculate the fees for more than 70 BTM (Bitcoin teller machine) service providers.

Creative Sample #10: Fee calculator

“Building useful tools like our charges calculator is not easy yet worth trying. We know for sure that nothing will make both of our end users and link creators happy more than a useful reliable tool that makes their life easier,” Mwafe said.

Step #5: Sit back and get links

I wasn’t sure what to call this step. I asked Mwafe to see the actual copy he was using to pitch to link creators. I knew our readers would be interested in seeing it.

I was surprised when he told me…he wasn’t. Well, at least not yet. “You might not believe me, but I did not start the pitching process yet, as i am going though loads and loads of work and we are super low on budget,” Mwafe said.

Link creators simply found the posts in Google and linked to them organically.

RESULTS – Backlinks and ranking

Within 20 days, the strategy yielded two high-quality, free backlinks from relevant blogs on similar topics – one of them from a competitor, as mentioned earlier.

This hasn’t generated significant traffic…yet. “The backlinks we got are pretty new and fresh. We are talking about three to four days ago, and that in the world of search engine algorithms is nothing, so It needs more time, as Google algorithm does not give a huge boost in traffic instantly when it notices new backlinks. Instead in many cases it takes from two to three weeks to start to be translated into more decent impacts,” Mwafe said.

But the team has started to notice an impact on its search engine rankings from the higher-quality content. For example:

• Ranked #3 for Bitcoin ATM fee calculator
• Ranked #5 for Bitcoin ATM charges in USA
• Ranked #6 for Bitcoin ATM fees in USA

“It's not about us or what we do! It is about how we can attract the right people's attention,” Mwafe said. “We know that no one will care if we are the best in something until they notice us and figure that we exist. People will not get attached to what or how we do something unless we show a good why, and our why is ‘Making it easier for all of us.’”

Quick Case Study #3: How med spa boosted its social media presence and sales by dropping purchase requirement

Belle Visage Med Spa has been in business for three years and specializes in medical aesthetic services.

BEFORE: Social media giveaway campaigns with purchase requirement, low-value prizes

Social media sweepstakes failed to generate excitement or motivate clients to engage with the brand on social media.

Creative Sample #11: Instagram post promoting sweepstakes from medical spa (before)

The medical spa brought in an agency to help, and they identified two issues.

First, the giveaways were of low perceived value, which made them less attractive to potential participants. Clients may have felt that the effort of making a purchase and entering the giveaway was not worth the potential reward.

Second, the requirement to make a purchase to enter the giveaway created a barrier to entry, limiting the number of people who were willing or able to participate.

AFTER: Social media giveaway campaigns with no purchase requirement, high-value prizes

Step #1: identify and leverage vendor partnerships.

“We asked them to reach out to all of their reps and vendors and ask them to donate to this campaign, so they didn't spend a lot of their own money. This approach helped aid in our success because, let's face it, your vendors want you to be successful. They want you to push more product because that is a benefit to them as well," said JuliAna Wasko, Marketing Consultant, Diamond Accelerator (Belle Visage’s marketing agency).

Step #2: Launch a new campaign for the company’s anniversary

The team launched a new campaign for the med spa’s third anniversary that featured:

• High-value giveaway baskets: Valued at over $2,000
• No purchase requirement: Clients only needed to follow Belle Visage Med Spa's social media account to participate.
• Scripting and workflow integration: Customized scripts for in-office staff to actively encourage clients to follow the med spa’s social media accounts to enter the giveaway contest along with seamlessly integrated workflows to direct clients to their social media channels during treatments.
• Mutli-channel promotion strategy: Social media platforms, targeted text blasts, email newsletters, and video content (a video that thoroughly explained the contents and value of the prize baskets)
• Flash sale on expiring injectables: After running two giveaways on social media, the team released a low-priced flash sale on fillers

Creative Sample #12: Instagram post with video promoting sweepstakes from medical spa (after)

Step #3: Address unexpected challenges and refine strategy

“During our first giveaway, we encountered an unexpected situation when we discovered that the winner didn't actually live in the state. This forced us to quickly pivot halfway through the month and ensure that we were crystal clear about the requirements the winner needed to meet. We made it explicitly clear that they needed to live locally and be able to attend treatments. This experience taught us the importance of setting clear eligibility criteria from the outset to avoid any confusion or complications down the line,” Wasko said.

RESULTS: More engaged followers and sales

The campaign grew social media followers from 871 to 1,215 in three weeks, a 40% increase.

It also better engaged followers, with 15,500 accounts reached (a 225% increase) and 580 accounts engaged (a 517% increase). Facebook visits increased 23% to 1,500 and Instagram profile visits increased 78% to 1,700.

The flash sale sold out expiring injectables.

“It was like a buzz of excitement around the med spa. Everyone was talking about the amazing prize baskets and the best part was when we launched the flash sale on fillers, people were so eager to take advantage of the great deal. It was like the giveaways had primed them to be excited about our offerings. We couldn't believe how quickly the product sold out and appointments filled up,” said Michelle Beeson, MD, Owner, Belle Visage Medical Aesthetics .

This article was originally distributed through the MarketingSherpa email newsletter .

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How Data Analytics can be a Game Changer: A Netflix Case Study

As per McKinsey, machine learning that incorporates a wide plethora of algorithms in the past few years is evolving faster due to the advent of analytics. With businesses investing heavily in cloud and the rapid digitization of the professional ecosystem, analytics is all set to become a significant aspect in deciding the fate of organizations.

Data Analytics – How Can It Transform Your Business?

As per a study by SAS , more than 70% of organizations believe that data analytics plays a vital role in getting precise insights. The study also said that out of ten organizations, six of them said that leveraging analytics makes them more innovative. Analytics is slowly but steadily evolving in the competitive landscape. Industry leaders are using analytics to make decisions that can help them to stay ahead of their peers, besides exploring better revenue opportunities, new markets, and building a better relationship with their customers.

The very reason why business models of Uber, Airbnb, and Spotify are sustaining is data and analytics. When you digitize your interactions with customers, you create a window to get immense information. This customer information could be utilized for making effective marketing strategies, better products, and making more sales.

A lot of C-suite leaders now understand the importance of data and understand the risk it carries if not secured correctly. What is startling is and makes investment in data and analytics even more important is the kind of ROI it gives. In the Journal of Applied Marketing Analytics, Jacques Bughin says, the ROI on data and analytics is better than the investments done in computers during the 1980s.

The power of data and analytics is also harnessed to improvise core operations or create new business models from scratch. The most exceptional example is Netflix. Netflix has efficiently used its customer data to refine its recommendation engine and give a better experience to the users. Not only that Netflix has surpassed Disney as the most valued media company in the world with a valuation of more than $160 billion. One of the biggest reasons for their success is their impeccable customer retention rate. Their customer retention rate is more than a staggering 90% which is far better than Hulu’s 64% and Amazon Prime’s 75%.

The second most important reason why Netflix is way ahead of its competitors is- Content Creation . The kind of quality shows and movies it makes like “Orange is The New Black”, “Sacred Games”, and “BirdBox”. These shows have received a thunderous response across the globe resulting in a steady rise in subscription rates. One of the primary reasons why they succeed in making better content is that they understand what their audience wants to see leveraging data and analytics.

So, How Does Netflix Leverage Big Data and Analytics?

Netflix has digitized its interactions with its 151 million subscribers . It collects data from each of its users and with the help of data analytics understands the behavior of subscribers and their watching patterns. It then leverages that information to recommend movies and TV shows customized as per the subscriber’s choice and preferences.

As per Netflix, around 80% of the viewer’s activity is triggered by personalized algorithmic recommendations. Where Netflix gains an edge over its peers is that by collecting different data points, it creates detailed profiles of its subscribers which helps them engage with them better.

Netflix collects information on how a user interacted and responded to a TV show or a movie. If we go into details, it collects the following data: –

• Time and date when a user watched a show
• The device used to watch the show
• If the user pauses the show, do they resume watching
• Does the user binge-watch an entire season of a TV show?
• If they do, how much time does it take to binge watch it?

More than that, Netflix has ratings that the viewer gives to the content they watch, the number of searches they do, and what they search. The information collected is enough for creating a detailed profile of a user, and this is exactly what Netflix does. It leverages data analytics to make a robust recommendation algorithm that suggests the best content to the subscriber as per their needs and preferences. The user no more must endlessly search through streams of content to find out what he or she wants to watch. Netflix makes the job easier for them in the process, giving them a better and customized viewer experience.

The recommendation system of Netflix contributes to more than 80% of the content streamed by its subscribers which has helped Netflix earn a whopping one billion via customer retention . Due to this reason, Netflix doesn’t have to invest too much on advertising and marketing their shows. They precisely know an estimate of the people who would be interested in watching a show.

Apart from monitoring the online behavior of their users, Netflix has a feedback system in place. They encourage feedback from their audience, which further helps them understand their preferences and helps them in suggesting better shows and creating better content.

Why Investing in Data Analytics is Important?

There is a data explosion today, and the need for analytics has been growing exponentially. Tools and software are being developed to get precise insights from data.

If you want to know your customers better, find revenue opportunities, and tap into new markets. You need to have a mechanism that helps you gain better insights. As an organization, investing in data analytics will give you four significant benefits.

1. A Deeper Understanding of Customers

Earlier companies would generally categorize customers based on age, gender, and location. Now with the help of AI, one can map the digital footprints of their customers. Decision-makers can go through crucial behavior patterns of customers like price sensitivity, brand affinity, affluence, and preferences. These kinds of data mapping help in understanding your customers better enhancing your ability to build better products and services for them.

2. Early Detection of Problems in Products And Services

More than half of the professionals across North America and Europe are heavily dependent on analytics to enhance the quality of their products and services as per research from Forbes Insights and Cisco. Analytics can give you precise insights on the kind of concerns customers have, their changing needs, and based on that, you can innovate your offerings.

3. Identifying Better Marketing Strategies

With various digitization channels for customer interaction available now, businesses are adopting an omnichannel approach to engage with customers. Using analytics, marketers can get inputs on how to have meaningful engagements with customers across all channels. Also, analytics can help analyze successful marketing programs and identify strategies that yield better ROIs.

4. Finding Ways To Reduce Expenses

Once you start getting insights at departmental levels, it will help you identify areas where you can curb your costs. Insurance companies saved a good amount of money by identifying patterns of fraud and dismissing false claims.

How To Harness The Power of Data?

As an organization, do not be afraid of change. If you are yet to use analytics as an organization, start with small steps, fail faster, and make a steady transition. Do not go for overnight results instead practice consistency and prioritize your efforts.

The first step you need to do as a decision-maker is incorporating data and analytics into the core vision of the organization, focus on nurturing a data-driven culture. Slowly but steadily create a powerful data infrastructure and hire talent to operate it, make sure to highlight your data-driven culture in your employer branding campaigns.

Your success doesn’t lie in adopting the most powerful technology rather digitization of your organization from the bottom. Companies like Netflix, Amazon, and Google, who are leading the analytics game, gradually transitioned to a data-savvy culture. It wasn’t all overnight but a gradual process that took a few years. Not only did they heavily invest in analytics but they have also kept themselves observant of the changing trends of artificial intelligence. They are putting the case strongly before all other organizations- if you want to survive in the market, you need to invest in data analytics, and that is not negotiable at all. Contact Us for more details.

References-

1. https://seleritysas.com/blog/2019/04/05/how-netflix-used-big-data-and-analytics-to-generate-billions 2. https://www.mckinsey.com/business-functions/mckinsey-analytics/our-insights/how-companies-are-using-big-data-and-analytics

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Marketing Results

22 Marketing Case Study Examples (With Template)

February 17, 2016 by Will Swayne

Prospects who aren’t ready to buy – or who are “sitting on the fence” – tend to be resistant to even well-crafted marketing messages.  But a bunch of well aimed marketing case studies can often tip the scales in your favour.

“Sell benefits, not features” is good advice, but benefit-rich copy can actually deter prospects who haven’t reached the decision stage yet.

And too many benefits in the absence of marketing proof elements  can ring hollow in today’s increasingly sceptical marketplace.

We published our first marketing case study back in 2005 and I quickly realised the power of case studies as a versatile and effective marketing tactic.

Why are marketing case studies so effective?

Here are three reasons:

• Case studies show, they don’t tell. Telling you I can get you more qualified leads is one thing. Showing you how a similar company to yours got 145% more leads with 24% lower marketing costs is another.
• Prospects are typically curious to understand how others have achieved the results they desire. They will eagerly devour a well-constructed case study.
• Case studies are also a great tool for closing fence-sitting prospects. For many years I’ve asked prospects why they chose to work with us, and the most common response seems to be, “I was impressed by your case studies” , or “I saw you helped someone in my industry so I figure you can help us too” .

Now let’s look at how to structure and effectively promote a case study, and then some marketing case study examples for you to replicate.

Our Recommended Case Study Template

Here’s the case study structure we’ve adopted which has proven effective:

• Start with a major headline that summarises the key result achieved: e.g. “Investment Property Strategist Triples Leads In 6 Months” . This gets the prospect excited about reading on.
• Then introduce the background . In other words, the “Before” scenario.Don’t bore the reader with too many details about the history of the client. But DO provide an insight into the “trigger” that led to them seeking your assistance. e.g. “The client noticed smaller competitors starting to appear ahead of them on Google”. And,   DO talk about the negative effects of the “Before” state. E.g. “New customer acquisition that had previously been growing by 10% every quarter had flatlined for the last 12 months.”
• Now talk about the solution . Here’s where you explain what you did to achieve the outcomes. I like to list different services or solutions in the form of bullet points. Also, include significant details and facts and figures to add “richness” to the story. Where possible, demonstrate with images, screenshots or other proof elements. Emphasise anything you did differently to the standard approach, or anything that highlights your point-of-difference benefits.
• Now talk about your results . Results are the crux of any good case study.I like to go with a number of punchy bullet points, populated with specific numbers. E.g . “Lead volume up 75%… New customer volume from online sources up 145%… 1,540 more organic search engine visitors per month.”
• Include a testimonial from the client. What was their reaction to your work? The “Before-During-After” approach is a good structure for testimonials. A strong testimonial adds texture and credibility to the data in your core case study.
• End with a call-to-action . This can be relatively low-key. For example, “Contact us to explore how you can enjoy similar breakthrough results.”

You can see more examples of different implementations of this concept on our online marketing case studies page.

How To Promote Your Case Study

A case study that never gets read won’t help you.

Here are some of our favourite promotional methods:

• Optimise each case study for search engines . A good start is using a <title> tag on your case study pages in the format: “<INDUSTRY> <SERVICE> case study”. For example, “Accountant online marketing case study” or “Car sales lead generation case study” .   This will tend to rank you well for anyone searching for case studies about your industry.
• Send case studies to your email subscribers . These emails achieve high engagement both as broadcasts, and as “drip emails” within an automation sequence .
• Create a print booklet of case studies to send to prospects and clients via snail mail or distribute at trade shows.
• Case studies make great social media updates and can be recycled every few months using different headlines.

22 Marketing Case Study Examples

1. fuji xerox australia business equipment, tripled leads for 60% less marketing spend.

In 90 days, we doubled web lead flow with lower marketing costs.

Read the full case study here.

Paul Strahl , National e-Business Manager

2. Surf Live Saving Foundation

Surf lottery grows online revenue 47%.

Marketing Results delivered tangible business improvements, including 47% higher revenue from digital, year-on-year.

Yin Tang , Surf Live Saving Foundation

3. ABC Reading Eggs

Integrated search and conversion management for abc reading eggs.

Marketing Results have been instrumental in profitably expanding our ad spend, while removing waste.

Matthew Sandblom , Managing Director ABC Reading Eggs

4. MAP Home Loans

From 70 hour weeks to 40 hour weeks with 100% annual growth.

I now make twice as much money, have less stress and fewer hours.

Craig Vaunghan , Principal MAP Home Loans

5. Inkjet Wholesale

Online advertising roi doubles – in just three months.

We couldn’t be happier – conversion rates are up, costs are down, ROI has doubled.

Glenn Taylor , National Marketing Manager Inkjet Wholesale

6. Breaking Into Wall Street

Info-marketing business achieves 300% revenue growth with 7-figure profits.

Marketing Results provided the marketing support to grow my annual revenue 300%+. They don’t just advise – they implement.

Brian DeChesare , Founder Breaking Into Wall Street

7. LatestBuy

Brw fast 100 online retailer latestbuy.com.au boosts sales by 45.3%.

Revenue had flatlined… Now it is up by 45%, with over 80% of that due to conversion rate optimisation.

Shaun Campbell , Co-Owner LatestBuy.com.au

8. directSMS

More traffic, less cost, lead volume doubles.

More than doubled the number of qualified enquiries via our website for the same ad spend.

Ramez Zaki , Co-Founder directSMS

9. Business Coach and Author, Pure Bookkeeping

Successful marketing automation and 100.95% year on year growth.

50%+ of business comes directly through online channels and none of this would have happened without Marketing Results.

Peter Cook , Business Coach & Author Pure Bookkeeping

10. Positive Training Solutions

Higher rankings plus more, higher-quality leads.

Marketing Results excels in strategic and online marketing.

James Grima , Managing Director Positive Training Solutions

11. Geelong’s Gym

From 5-6 leads a month to 60-70. 10x increase.

We’ve gone from 5 – 6 leads per month to 60 – 70!

Gerard Spriet , Owner Geelong’s Gym

12. Super Finance – SMSF Property

A new pipeline delivering a steady flow of web leads.

Outstanding quality of web generated leads!

Yannick Ieko , Director Super Finance

13. College For Adult Learning – Training Organisation

300%+ more sales with 60% lower cost per sale.

I expect at least another 60% more leads and 80-90% more revenue by continuing to work with Marketing Results.

Rob Golding , Director College For Adult Learning

14. The Gourmet Guardian – Food Safety Programs

4 times more leads and a 269% revenue increase.

Your AdWords strategies have quadrupled leads, almost tripled revenue and reduced my dependence on contract work to zero.

Gavin Buckett , Managing Director The Gourmet Guardian

15. Quick Coach – Life Coaching Courses

More qualified sales plus a facebook roi of 1285%.

The results have been fantastic… I have had over 500 potential students opt in via Google wanting to change their lives and those of their clients.

Glen Murdoch , Founder & CEO Quick Coach

16. Investment House – Property Development

Clients lined up for everything we can find.

We have clients lined up for everything we can find.

Colin Ferguson , Managing Director Investment House

17. Cosmetic Surgery Lead Generation

257% increase in qualified lead volume.

In less than a year, our enquiry volume increased by over 257% while increasing the quality and conversion rate of those leads.

Dee Tozer , Managing Director Medici Clinics

18. All Suburbs Catering

61% roi gain in less than 5 months….

20% more enquiries for 34% less cost – a compounded gain of 61% in only 5 months.

Jeff Veale , Managing Director All Suburbs Catering

19. Trilogy Funding

549 qualified sales leads in 3 months.

549 qualified sales leads in 3 months.

Ed Nixon , Principal Trilogy Funding

20. Customized Stickers

Online revenue rockets by 800%.

With Marketing Result on our side, our website revenue has increased by over 800% in only 18 months.

Anthony Khoury , Managing Director Customized Stickers

21. Technoledge

Engaging ceos of ideal target companies.

We’re routinely seeing CEOs of Australian hi techs with turnover of $5 million to $50 million (our target audience) opting in and proceeding to self-qualify before they contact us for a meeting. This is what digital marketing is supposed to do.

Tracey James , Director Technoledge

22. First Aid Training

Specialist first aid training company doubles revenue in 6 months.

We’ve streamlined customer acquisition, increased customer lifetime value, and doubled our revenue in 6 months!

Dave Hundt , Director Kids First Aid

I encourage you to put these tips into action and see how they work for you.

What other ways have you used case studies effectively in your business?

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The new marketing model for growth: How CPGs can crack the code

Key takeaways.

• Around 80 percent of CEOs are looking to marketing to drive growth.
• Data-driven marketing at scale can deliver that growth—consumer-packaged-goods (CPG) companies can deliver 3 to 5 percent growth in net sales and improve marketing efficiency by 10 to 20 percent.
• To do it, CPG companies need an AI engine, a 360-degree view of consumers, and a fit-for-purpose marketing technology stack to deliver the right message, to the right consumer, at the right moment—all the time.

After a year like no other, consumer packaged goods (CPG) marketers face a hard question: how to power above-average growth in the next normal. E-commerce penetration is still 35 percent above pre-COVID-19 levels, and more than one-third of consumers are continuing to switch brands or retailers. 1 Tamara Charm, Becca Coggins, Kelsey Robinson, and Jamie Wilkie, “ The great consumer shift: Ten charts that show how US shopping behavior is changing ,” August 2020, McKinsey.com; “ Five Fifty: The quickening ,” McKinsey Quarterly , July 2020, McKinsey.com. The challenge is real, and expectations are high: nearly 80 percent of CEOs say they are looking to their marketing leaders to drive revenue growth.

In interviews at major CPG companies around the world, we asked dozens of marketing and growth executives about this new reality. Their answers were clear: fulfilling an ambitious growth mandate requires a marketing agenda that is far more sophisticated, predictive, and customized than ever before. It requires a different playbook with new approaches and tools that few have yet to fully master. While broad reach, powerful, resonant storytelling, and creativity remain critical, marketers now need to utilize data and analytics at scale to crack the code that enables more targeted and engaging interactions to shape consumer behavior.

About the authors

This article was a collaborative effort by Tiffany Chen, Michele Choi, Brian Henstorf , Jeff Jacobs , and Ed See , all with McKinsey’s Marketing & Sales and Consumer Packaged Goods practices.

As one CPG executive said, “We now live in a world of ‘and,’ where we can have both broad reach and customized relevance, using new, granular, data-driven methods to fuel growth.” In fact, two-thirds of CPG companies say they have put data-driven marketing at the top of their agenda. 2 Anne Grimmelt, Norbert Lurz, “ CAGNY 2021 virtual conference ,” CAGNY Conference, NY, February 16-19, 2021, consumeranalystgroupny.com.

Yet many CPG companies have not yet cracked the code for delivering impact at scale from data-driven marketing. Although they may already leverage data analytics and other technology to personalize marketing for various segments or initiatives, these efforts are not sufficiently pervasive to drive sustainable growth. It isn’t enough to optimize a few demographics or key campaigns. Truly sustainable, marketing-led growth has to be granular, focused, and scaled across the entire marketing organization, delivering “the right message to the right consumer, at the right moment, at the right place—all the time.”

Many CPG companies have yet to fully accomplish this, because it requires a difficult step change in how a marketing organization operates. To thrive in this next era of CPG marketing, companies will have to do several things. First, build a continuously updating, AI-powered consumer-intelligence engine that ingests enough signals and data points to not only identify demand but to predict it. Then, use advanced analytics and marketing technology to recommend high-value actions. From there, learnings from hundreds of tests per week need to feed back into this engine, helping drive rapid decision making and informing adjustments to brand plans, spend allocation, tent-pole campaigns, and always-on activation. All this will require new types of marketing talent, additional data and technology capabilities, an organization-wide embrace of a rapid, agile, test-and-learn mentality, and adjustments to the marketing organization operating model in order to reach at-scale impact.

Would you like to learn more about our Marketing & Sales Practice ?

Unlocking demand: next-level ai consumer intelligence.

Creating this kind of modern marketing model is not only possible, it’s now essential for CPG companies that want to successfully capture consumer hearts and minds in a rapidly changing environment. Those that do data-driven marketing at scale well can increase net sales value by 3 to 5 percent and marketing efficiency by 10 to 20 percent. To unlock this impact, we see winning brands using five ingredients (exhibit). Here, we focus on the three that are the most challenging for CPGs.

Macro audiences versus micro-opportunities

CPG companies have traditionally centered their brand strategies around a few broad-based consumer target segments. In today’s fast-moving digital environment, marketers have a staggering amount of highly granular consumer data at their fingertips, although it is not always connected in a way that makes it actionable. Instead of simply targeting as many people as possible in a particular demographic, CPGs now have the capability (and the necessity) to translate a sea of information into more focused and actionable insights. The modern marketer is also able to be more precise than ever about which consumers to target and where to reach them along their life cycle. Scaling this “smart reach” approach widely across marketing initiatives can unlock hidden pockets of growth within thousands of audiences. Instead of suburban moms with two children or young urban professionals, opportunities may lie, for instance, among suburban moms who recently started using delivery platforms like Instacart or who have teenage children, or among urban professionals who live in a certain zip code and buy organic groceries.

Building an AI consumer-intelligence engine

To do granular targeting on a regular basis, companies need to build an advanced analytics engine for generating machine-learning outputs that help them continuously become smarter about the consumer. Building and maintaining this 360-degree view of consumer journeys across channels is now more critical than ever, given Google’s announcement that, by 2023, marketers will no longer be able to use cookies on its Chrome browser—what is being referred to as the “ cookie-less future .” Without cookies to easily track consumer activity online, brands will need to find new ways to acquire consumer-facing data.

CPG companies have historically been unable to collect and activate personalized, first-party data at scale because they don’t have direct interactions with consumers the way retailers or digital subscription services like Netflix or Spotify do. For years, they have relied on third-party data to fill this void, but CPG brands must now make clear decisions about their data-acquisition strategy.

Brands that want to reduce their reliance on third-party data will need to decide how much they are going to invest in acquiring “zero-party” data—information that consumers explicitly share with a company—and first-party data, such as purchase information. Much will depend on the types of data already in the company’s ecosystem and the brand’s goals and category dynamics; there is no one-size-fits-all approach. But it will also require offering consumers something of value in return for their data and building trust that this information will be used in secure ways. Sophisticated brands and CPGs have begun to stitch data together from various sources, linking or acquiring not just demographic and psychographic data, but also behavioral identifiers—for example, consumer engagement across media platforms, general consumer sentiment, channel preferences, and sales data.

For brands in more commoditized categories, collecting zero-party data isn’t always a viable option. In those cases, CPG companies will likely work with partners that already have large reservoirs of consumer information and rich audience segments to use for targeting, such as retail media networks like Amazon’s AWS Media services, Target’s Roundel, and Walmart Connect.

Regardless of which data strategy a brand chooses, a consumer-intelligence engine will not be built overnight. What’s important is to get started. The first step is to make a complete inventory of existing data sources, which frequently reside in silos across the marketing organization. Marketers are often surprised at the trove of information and extensive measurement capabilities now available from third parties, especially retail media networks.

One food company, for instance, realized that a number of its existing data sets had never been linked together, including information from its call centers and recipe websites. Marketing teams integrated this data into a “consumer 360” engine and added unique consumer IDs, enabling a deeper understanding of consumers and the targeting of microsegments. In an initial test, the company achieved a 40 percent improvement in its return on ad spend by using first-party data to model and target online audiences that looked like its known best consumers.

Consumer-centric and tech-enabled: An effective strategy for data and the tech stack

Over the past five years, there has been an explosion in the number of software tools available to marketers to help them work more efficiently, create smarter content, solidify consumer relationships, and measure their efforts. More than 8,000 solutions are now available in the market, up 125 percent since 2015. 3 MoffettNathanson US Advertising (2021).

As noted earlier, building the data foundation for the marketing tech stack (martech) requires a clear and robust data strategy that defines the role of each level of data (zero, first, second, and third party). From there, companies that decide there is enough positive ROI from pursuing a direct connection with consumers should work toward building their own customer-data platform (CDP), which will house complex consumer-data sets and send out relevant messages backed by insights from the intelligence engine. For instance, brands in higher-engagement categories, such as baby and beauty, have collected personalized, zero- and first-party demographic and behavioral data through consumer-loyalty sites that feature coupons, tips, and tools for new moms, or virtual try-on features for cosmetics.

Elsewhere along the tech stack, CMOs and chief growth officers told us they encounter two main friction points. First, when executing digital campaigns, their data activation strategy often fails to strike the right balance between reach and personalization. One solution is to disseminate campaigns widely but use a dynamic creative optimization (DCO) ad-tech solution, which leverages machine learning to choose—in real-time for each consumer—the most relevant set of messages and visual and text components to display.

Second, for the design component of the tech stack, many CPG companies say they lack an adequate digital asset management (DAM) platform. This makes it hard for marketers to easily access every version of the media and creative assets that have been created for a brand. It also inhibits streamlined content creation and management, which makes it difficult to standardize design elements across channels and to quickly and efficiently provide retailers and marketplaces with the specific content they need.

The current generation of these data-driven capabilities makes at-scale custom storytelling and closed-loop measurement a reality, letting marketers measure across channels and formats and understand what’s working, what’s not, and what to do about it.

Instead of approaching technology needs piecemeal, CPG companies should do a holistic assessment of their needs based on a strategic, consumer-centric selection of the most valuable and important use cases. One beauty company, for example, identified its ten most impactful marketing use cases, assessed the respective martech solutions it needed to pursue them, and created a road map of needed investments. From this, the company discovered that a DAM and a single-source product-information-management (PIM) system were necessary elements in a majority of its priority use cases. Marketing leaders prioritized near-term investment in these tools and phased in other key martech solutions over the next 12 to 24 months.

The growth triple play: Creativity, analytics, and purpose

Reaching scale: aligning the organization for sustainable impact.

Much has already been written on how agile practices enable cross-functional marketing teams to test data-backed consumer insights and initiatives and react quickly to learnings. Although many CPG companies are already using digital pods (often referred to as squads or hubs) to do some testing, these teams typically only influence 10 to 15 percent of the overall marketing spend. With agile now considered table stakes—and new challenges presented by a hybrid, virtual working world—the next horizon is how to ensure a solid foundation for cross-functional collaboration that enables companies to scale impact.

Three priority actions can help build the right capabilities and embed new ways of working into a company’s DNA.

1. Set up the infrastructure to measure and scale successful tests

While many companies initiate small pilots and tests throughout the organization, companies that see impact from this new model create a measurement framework, criteria for scaling, and a process to drive it right from the beginning. They conduct their after-action reviews by always asking, “What did we learn, what is the impact, and should we/how can we scale across channels, audiences, brands, and/or geographies?” They are resolute about what key performance indicators (KPIs) to track and what constitutes a successful test. Additionally, they create a forum to bring together the right cross-functional stakeholders (for example, media, e-commerce experts, measurement leads, finance, and agencies) to align on results, the way a test is scaled, and how it will be funded. Even though CPG companies often hesitate to shift funds that are already allocated, scheduled, and solidified by joint business planning, this resistance can be overcome by starting with a small, predetermined budget for tests with the goal of becoming self-funding. As the business ROI case builds, comfort in reallocating dollars will increase. Further measurement of these bigger or additional tests will continue building the business case.

2. Make test-learn-scale the new business-as-usual

Learnings from agile tests cannot remain within a single pod. They must always be set up in a way that supports the business’s objectives. At one CPG, for instance, agile pods each initially had their own agenda, with pod members trying to convince brand teams to implement new learnings about audiences, messages, et cetera. The company decided to revamp the process so that the pods’ agenda aligned closely with the brands’ objectives and became a “lab” to help accelerate their business goals. By essentially embedding brand managers into the pods, the company was able to drive more tests that the brand teams wanted to scale (both in the current year and for future planning). The shift wasn’t easy—brand teams, finance, and even sales had to evolve their planning, resource allocation, and executional processes. But the benefit was significant: more than 25 percent improvement in return on ad spend.

3. Embrace new ways of working

Success in hiring and grooming digitally savvy talent and creating a data-driven culture will help separate the winning CPGs from the laggards. Too often, when CPGs embark on a data-driven marketing and agile-transformation journey, brand managers and other critical leaders aren’t fully invested or haven’t completely bought into new ways of working. For example, they may consider their work with agile pods to be separate from their “day job.” Top-down communication and support for a digital marketing transformation from marketing leaders—such as sharing wins in public forums or companywide communications—can help increase momentum and help others feel and believe in the progress.

Across every dimension, leadership matters. Beyond advocating for cross-functional collaboration, leaders have to also model it. “One of the most important questions leaders should ask themselves in a new data-driven marketing growth world is, Who are you spending time with?” says one former consumer tech CMO. “If the answer is mostly your brand and creative function, you won’t have the deep knowledge of what your data analytics teams need, how to help solve the challenges they face, and how data and creative need to come together to have the biggest impact.”

Planning ahead also makes a difference. The former CMO says the best advice he ever got was. “Chart out your organization a year from now and work backward—and get your direct reports to do the same.” Such advance thinking and planning for roles needed, the kinds of leadership desired, and the structure to put it all in place, he says, is what allows companies to “learn faster than the competition.”

This won’t be an easy transition. Although CPG companies already do bits and pieces of data-driven marketing, the winners will be those that thoughtfully shift their entire marketing organization and successfully deploy all five “ingredients” of modern marketing. But, as one former CMO told us, CPGs that strike the right balances—between creativity and data, between performance-driven marketing and traditional brand building—will “own the future.”

The authors would like to thank Jason Cherok, Jason Chung, David Kalman, Shailesh Khadapkar, Meg Raymond, and Rachael Schaffner for their contributions to this article.

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